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The Marketing Memo #67: The Hidden Blind Spot in Website A/B Testing

Plus: Stop Writing for Yourself—Start Writing for Them

Author

The Marketing Memo Editors
September 22, 2025

Hey there marketers,

Welcome to the 67th issue of The Marketing Memo. We’ve pulled in a couple of can’t-miss resources for you to check out.

But first, let’s start with a Monday meme:

Had a good chuckle? Now you’re ready for today’s newsletter. Here’s what we’ve got:

  • A guide to full funnel testing

  • A quick read to help you see from your customers perspective

Let’s jump in.

Guide: The Hidden Blind Spot in Website A/B Testing

Most marketers think they’re “testing” when they run an A/B experiment on a landing page, but if you’re not testing traffic and conversion together, you’re missing a big piece of information,

“Full funnel testing brings data-driven decisions to SEO. It allows companies to think more broadly about how traffic, website engagement, and conversion are all part of the customers’ journey and all stages of the journey deserve to be optimized.”

Read more about how to full funnel test in this piece.

If you’re not doing full-funnel testing, you’re not doing your job

Think you do split testing well? Think again. If you’re not doing full-funnel testing, you have a blind spot.

medium.com/better-marketing/if-youre-not-doing-full-funnel-testing-you-re-not-doing-your-job-d16983c71afa

Today’s Tip: Mind the Mirror Gap

When you’re well acquainted with your own product, you can lose track of what actually resonates with your customers.

“That invisible distortion between what you think you say and what people actually hear — that’s the Mirror Gap.”

Understanding that gap is the first step to writing copy that truly connects.

The Mirror Gap: A Marketing Blind Spot That Kills Copies

I spent months writing to the customer — when I was just writing to myself.

medium.com/better-marketing/the-mirror-gap-a-marketing-blind-spot-that-kills-copies-7d4fb83eccf3

The Marketing Memo: Our Favorite Tools 🛠️

Want to see a comprehensive list of our favorite marketing tools? Check out our full recommendation list here. If we come across a new tool we love, we’ll highlight it in an upcoming newsletter.

Loved this newsletter? Forward it to a marketer you love in your life.

We’ll see you next Monday for the next Marketing Memo.

- Kati Amberry and Sinem Günel

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