"Once, I managed the revamp of a client's website. Ultimately, the goal was to increase the rate of converting site visitors into buyers. We were at a standstill because of creative differences between the client and our content strategist on the brand messaging. The client was married to the messaging that they'd had since the business started. The content strategist thought the messaging was outdated, and that it did not give the audience an accurate or engaging impression about the brand.

I proposed to run a marketing survey. The goal was to present the target audience with both messaging options. Then, they would rate both on different qualities, including their likeliness to purchase. The results were astoundingly in favor of our content strategist's message. In the end, the client relented and admitted that pushing their old messaging was really more of a sentimental thing. To be certain, we ran an A/B test on both options and proved that the new message was more effective in converting visitors."