From 22 clicks to 5: the zero impact experiment that shaped how Edd Saunders at JobLeads tests
Blog post from GrowthBook
Edd Saunders, product experimentation manager at JobLeads, argues that effective experimentation depends on validating customer problems rather than pursuing seemingly logical solutions, citing a pizza-ordering personalization feature that reduced checkout steps but had no effect because customers valued browsing and control. He trains experimenters through customer journey mapping, quantitative funnel analysis, qualitative behavior data, and user research, then prioritizes problems using a matrix based on evidence and potential impact. Since JobLeads began testing seriously in early 2025, it has increased its experiment launch rate from roughly 0.3 to 2.8 per month by standardizing workflows, sharing roadmaps, and maintaining a company-wide database of experiment learnings. Saunders emphasizes that unsuccessful tests remain valuable because they improve future decisions, and he aims to democratize experimentation by enabling non-specialists to run tests while using AI for low-cost MVP validation, documentation, and workflow automation.
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