Consider A/J testing

The problem with A/B testing is that people don’t like to fail.

So they test option A against option B, where both options are quite similar.

Blue boxes vs. green boxes. $199 vs. $205.

Why not spend some time on A/J testing instead?

Test radically different alternatives.

Test eliminating the entrance fee. Test increasing the price 400%. Test making the movie thirty minutes long, or five hours…

You won’t be surprised very often, but when you are, bingo.