Assertion Not checkable as stated
Removing branding from confirmation pages boosted Boomerang's conversion rate to 14%
“We took out all the bright color buttons. Branding is gone. No marketing info. We kept the original one line schedule meetings with Boomerang. And it went up from one percent to basically 20, blended across maybe like 14% because we have less Outlook users in …”
Insight
Moah: Replace Confidence with Complexity in the RICE Prioritization Framework
“And when we look at the confidence, we're like, but why would we estimate the confidence? If we're so sure this is gonna work, you just do it. The whole point of experiments is you don't know what will work. So confidence doesn't really matter what you think. …”
Insight
Aye Moah: Valuation is temporary, control is forever
“Valuation is temporary. Control is forever.”
Disclosure
Moah: Boomerang issues dividends to employees, investors, and founders
“So we have issued dividends for all our shareholders, employees, Investors. Founders.”
Assertion Contradicted
Moah: Boomerang invented the snooze button used across Gmail and Superhuman
“We invented the snooze button you now see in Gmail, Outlook, Superhuman, even Slack.”
Insight
Aye Moah: Avoid sending dunning email reminders on the same weekday
“The one really little known fact is you don't want to send those emails on the same weekday. If there's a really weird quirky thing with bank account and credit cards, sometimes you're like, oh, I'll just send, you know, every seven days a reminder to update y…”
Insight
Moah: Ambitious product overhauls often yield smaller gains than simple button tweaks
“So the other one is big swings, like the biggest effort. Don't necessarily bring the largest results. Our most ambitious experiments, where we change how a product works at a one funnel step in a major way, didn't really bring the most valuable results to the …”
Assertion Not checkable as stated
Moah: Boomerang reached $8M ARR on $400k seed, profitable since 2012
“We came out to California and raised our first 400 K. And then we somehow got to profitability within about 18 months. And mainly because we were very, very lean. It was, you know, that's 400 K gave us three founders, one employee, one contractor, and it laste…”
Assertion Not checkable as stated
Moah: Boomerang's 2024 experiments added $500K in ARR, 6% of revenue
“And these experiments resulted in about 500 K of ARR. Six percent of our total revenue.”
Assertion Not checkable as stated
Moah: Four Funnel Experiments Generated $250K in New Subscribers
“Over the four experiments, so it was, you know, four iterative experiments, we got about 250 K worth of extra new subscriber from free users converting to pay.”
Assertion Not checkable as stated
Aye Moah: Boomerang increased renewal recovery rate by 12% using dunning tweaks
“Our recovery rate went up about 12%. That's like Big boost in retention. These subscribers are subscribers. They already use Love Your Product. Don't you want to retain 12% more every single month? And we went from 29 percentile in our industry, in our ticket …”
Disclosure
Moah: Boomerang Runs Experimentation Pipeline with Five People and No Paid Tools
“And our core experiment team is only five people. We didn't spend any money on any fancy A-B testing framework.”
Assertion Not checkable as stated
Moah: Boomerang generated $125 in revenue per dollar of investment
“We have turned every single dollar of investment into about 125 dollars in revenue to date”
Assertion Not checkable as stated
Moah: Boomerang had only one voluntary employee departure in five years
“We have only had one voluntary departure in the last five years”
Assertion Not checkable as stated
Moah: Boomerang generates $8M ARR with a 19-person team
“We have 19 people.”
