That seems to have worked out okay for them.
So experiment and play with your marketing campaigns, but be wary of the results. As humans, we love to see patterns and, even more than that, we love to imagine that what we’re doing has made a difference, but it’s easy to be misled.
The odds of tossing four heads in a row with a fair coin is just over 6%. That might not sound like much, but imagine a room with a thousand people in it who each flip a fair coin four times. On average, 60 of them will flip four heads, and 60 will flip four tails. Should those people conclude that their coin is weighted?
And that’s why we need statistics: to tell us what the chances are that we can be confident that one campaign or landing page really is out-performing the other. The good news is that, these days, doing the statistics is very easy and you don’t have to understand the maths behind it to draw a conclusion.