A/B testing is essential to being successful in the subscription business. Whether Spotify, Netflix, Disney or The New York Times - everything is tested before it is rolled out on a large scale.

I have conducted over 100 A/B tests in the last few years and would like to share my top 4 learnings. Although these insights come from a non-data perspective, they are particularly valuable for anyone approaching the topic from a product or growth perspective. My learnings should serve as an impulse for you to delve deeper if you are interested.

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Lennart spent more than six years at the weekly newspaper DIE ZEIT before becoming a consultant last year to advise companies on how to gain and retain subscribers, develop newsletters and build communities.

Whether it’s bicycles, movies, music, software or newspapers: We use all of these on a subscription basis nowadays.

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