The Power of Marginal Gains in CRO: lessons from the British Cycling case

Brailsford’s success formula: continuous improvements

In 2003, Dave Brailsford had just been hired as the new performance director of British Cycling to remove the team from mediocrity. In over a century, the team had won the Olympic gold medal only once and was never able to win any Tour de France.

The idea was simple, but yet revolutionary: by improving every possible tiny aspect by just 1 percent, the cumulative effect of all these gains could lead to remarkable success.

At first glance, a 1% improvement might seem negligible, almost inconsequential. However, when applied consistently over an extended period, the compounding nature of these daily gains results in exponential growth. In fact, by making a 1% improvement each day for a year, at the end of the year you'll find yourself 37 times better than when you started. This phenomenon showcases the exponential power of continuous improvements.

Conversely, the same principle applies to setbacks. If you experience a 1% decline each day for a year, the cumulative effect leads to a significant decline, nearing zero. This underscores the importance of consistent positive actions and the potential consequences of neglecting continuous improvement.

How was Dave Brailsford able to change the fate of British Cycling?

By embracing the philosophy of the aggregation of marginal gains, he redesigned bike seats, rubbed alcohol on tires for better grip, and even used biofeedback sensors to monitor how each athlete responded to specific workouts.

From testing different massage gels to optimizing sleep with the right pillow and mattress, and hiring a surgeon to educate the athletes on proper hand-washing techniques, Dave Brailsford made improvements in overlooked and unexpected areas.

Upon careful examination of the team truck's mechanics area, a subtle yet significant issue came to light – the accumulation of dust compromising bike maintenance. The solution was straightforward yet impactful; they opted to paint the floor white, facilitating the identification of impurities.

Each tiny adjustment contributed to a positive improvement in the team. And it started to pay off…

The result?

Brailsford's relentless commitment to incremental improvements transformed British cyclists from mediocrity to winning 178 world championships and 66 Olympic or Paralympic gold medals over ten years, in what is widely regarded as the most successful run in cycling history.

The aggregation of marginal gains and CRO

Just as British Cycling dominated the cycling world through incremental enhancements, your digital products can achieve greatness by focusing on the power of marginal gains. By consistently refining and testing small adjustments, businesses can reap those marginal gains by utilizing CRO techniques.

Much like how Dave Brailsford optimized bike seats and racing suits, digital marketers can tweak landing page elements, and test different headlines or calls-to-action to enhance the customer experience and increase conversions over time. A/B testing then becomes the vehicle for implementing this philosophy, enabling companies to witness the compounding effect of marginal gains.

Embrace the continuous improvement mindset

The success of British Cycling serves as a powerful reminder that greatness is achieved not through massive overhauls but through the cumulative effect of consistent, incremental improvements. Embracing this mindset in CRO strategies allows businesses to stay agile, adapt to evolving user preferences, continuously refine their strategies, and achieve sustained success - one small improvement at a time.