How Small Wins Can 10x Your Marketing Results

I was meeting with several clients on a group coaching call this week when one of them, a true professional named Jim, shared a frustration:

"My landing page just isn’t converting, and I’m really disappointed."

As we dug deeper, two fundamental truths about marketing were clearly not top of mind for him.

Confirmation bias caused him to focus on the expected outcome rather than objectively observing what was actually happening.

I'll share the fundamental truths in this issue, along with a four-step improvement framework you can put to work right away in your business to experience a breakthrough before 2025.

Here's what I have for you in this issue:

🛠️  How small wins can 10x your marketing results: Tiny tweaks, massive growth. The 4-step testing cycle you can implement today

Two things became obvious to Jim as the group and I asked more questions. He was overlooking two important truths:

💎  Everything is a hypothesis until you test it.
💎  You must split test everything relentlessly and continuously.

Let me share what happened next because this moment might hit close to home for you.

The Power of Testing in Action

As I explained the power of split testing and the iterative improvement process, another client on the call did a quick Google search for his business.

What she discovered shocked Jim.

Most of his organic traffic wasn’t even going to his carefully crafted landing page—the one he’d agonized over for weeks. Instead, it was landing on a barebones booking page with no description of who he is or what he does.

The result?

👎 Visitors were confused.
👎 Conversion rates tanked.
👎 All his efforts left him holding a firm grip on an empty sack.

Not fun. 

But here’s the thing: He was operating on an untested hypothesis that his marketing was good and that people were seeing his polished copy. They weren’t.

The Plan-Do-Check-Adjust Testing Cycle

To make sure your marketing is truly working, use the Plan-Do-Check-Adjust (PDCA) cycle to test, learn, and improve: 

Plan: Form a clear hypothesis.

✦  Example: “Changing the headline to focus on benefits will increase conversions.”

✦  Identify what you’ll test and why—small, measurable tweaks like headlines, CTAs, button placements, or copy.

Do: Test one variable at a time.

✦  Implement an A/B test with just one change to isolate its impact.

✦  For example: Test “Get Your Free Strategy Call” vs. “Book Your Free 30-Minute Consultation.”

Check: Analyze the results objectively.

✦  What does the data say? Did one option outperform the other?

✦  Focus on metrics, not assumptions: conversion rates, click-throughs, bounce rates, etc.

Adjust: Implement the winning result and iterate again.

✦  Use the insights to make incremental improvements.

✦  Then, start the next test and repeat the cycle.

The Compounding Effect of Marginal Gains

If you’ve ever heard the story of the British cycling team, you know how powerful this process can be. Under coach Dave Brailsford, the team made tiny, 1% improvements in everything they did: bike design, rider positioning, sleep, nutrition—you name it.

The result? They dominated the Olympics and Tour de France within a few short years. 

💎 The Lesson: Small, continuous improvements add up to massive results.

You can apply this exact principle to your marketing by testing relentlessly and making marginal gains.

Want to read the full story of the British cycling team and learn how to apply this approach to your business? Check out my blog post here:

👉 The Power of Marginal Gains

🚨 Your Action Step This Week 

Take a look at one of your key marketing pages:

☐ Are you operating on an untested hypothesis?
☐ Are you sure traffic is landing where you want it to?
☐ When was the last time you ran a split test?

Pick one element to test this week: Your headline, CTA, button placement—anything small that can be measured.

Then follow the Plan-Do-Check-Adjust cycle:

✦ Plan your test.
✦ Do the work to set it up.
✦ Check the results after a few days.
✦ Adjust based on what you learn.

Bottom Line

If you aren’t testing, you’re guessing. And guesses are rarely profitable. Small improvements might not seem like much today, but they compound into massive wins over time.

P.S.: When you're ready, here are more ways I can help you...