A/B Testing: You're doing it wrong 🥴

What we'll cover this week

• Black Friday – Why now is the time to prep for November

• Dream Business – Military niche with real potential (if you know what you’re doing)

• Quick Tip – Why your A/B testing strategy might be completely useless

Quick Tip to make you better

Most A/B testing is a waste of time.

Unless you’re testing something massive, don’t bother.

The average ecom brand thinks they’re Amazon, running button color tests like it’s 2011. Spoiler: Your buy button going from orange to blue won’t move the needle.

Here’s what will:

• Testing completely different product ranges

• Rewriting your product USP

• Changing tone of voice (casual vs. corporate)

• Swapping your homepage design (premium vs. discount bin)

• Testing real customer photos vs. glossy product shots

• Offering free samples vs. generic value props

One of my recent tests:
General landing page vs. “Get free samples.”
Guess which one won by a landslide? (Hint: people love free stuff.)

Unless your name is Jeff and you run a trillion-dollar marketplace, skip the micro-tests.
Test the stuff that could break—or completely transform—your business.

Short Disclaimer

Online Acquisition Weekly is for informational purposes only and should not be considered financial, investment, or legal advice. We do not endorse or guarantee the accuracy of third-party listings. Always conduct your own due diligence or consult a professional before making any investment decisions.

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Prepare for Black Friday. Now.

It’s April. So why are we talking about Black Friday?

Because waiting until November is how you end up duct-taping discounts to a broken funnel and wondering why your margins vanished.

If you’re in e-commerce, Black Friday through Christmas IS the game.
Traffic can double, conversions can explode, and the brands that win are the ones laying the groundwork today.

Key Questions to Ask Yourself Now

Give this 15 focused minutes and you’ll be ahead of 90% of your competition:

• What products would my customer want deals on?

• What are they expecting in terms of price cuts or bundles?

• What promos did my competitors run last year?
  Can I beat them?

• Do I need to start building inventory now—quietly?

• Can I grow traffic in the meantime? (Think SEO ramp-up.)

• Will my team be ready for a 100% spike in orders?

• Can I negotiate with my logistics provider for faster fulfillment?

• What happens if my site crashes?
  (Better install that CDN before traffic hits.)

• What if I run out of top sellers?
  Can I pre-sell or promote a restock drop?

• Will every package arrive before Christmas?

One Final Thought

If you do it right, 30–40% of your annual revenue can come between Black Friday and Christmas.

Panic in November = missed upside.
Prep in April = calm execution and maximum profits.

Expect the best. Prepare like it’ll break.
You'll thank yourself later.

This Week’s Dream Business

This one’s a bit under wraps due to NDA restrictions, so I can’t share too many details—but I’ve been watching it for over a month now, and it’s finally time to talk about it.

Not because it suddenly changed. But because the price just dropped.

And now? It might actually be a steal.

TL;DR

• Military niche digital product business with strong brand equity

• 260K+ social followers, 20K+ email subscribers, solid organic traffic

• Mostly automated and low effort—but poorly optimized for growth

• SEO is basically non-existent (PDFs for blog posts, generic metadata)

• Underserved niche with room to dominate in 12 months

• Currently listed at ~$150K (2.7x), but closer to $110K would be fair

Why This Listing Stands Out

Here’s what’s publicly known:
The business operates in the military space, sells premium digital products, has strong organic traction, a large social footprint, and an engaged email list, and is low-maintenance and cash-flow positive.

But here’s what makes it interesting:

• The current owner built a solid foundation, then burned out.

• They tried content, podcasting, and community-building, and it worked.

• But they gave up before it peaked. Traffic is holding steady. Revenue dipped slightly—but not dramatically.

As a buyer, this is the ideal situation:
The hard part (building brand, content library, and audience) is already done. You just need to clean it up and start growing again.

The niche is also wide open. With some SEO and positioning work, you could become the go-to brand for military career prep or tactical resources in under a year.

What Could Be Improved

SEO (currently nonexistent)

The site is doing everything wrong:

• The homepage meta title is literally just the brand name.

• New content is posted as PDFs (yes, seriously).

• No clear topical clusters or keyword targeting.

You don’t need to be an SEO wizard to see the upside here.
Just converting those PDFs into indexed blog posts would bring in more traffic overnight. Add internal links, better titles, and structure; you’ve got a brand-new growth engine.

Messaging

The current value proposition is:
“Time-Saving [Niche] Resources and Tools That Help Guarantee Your Success!”

Translation: it could be anything.

You need to define:

• What does success look like for this audience?

• Why are you uniquely positioned to help them get there?

Positioning is half the game in a market like this.

What to Watch Out For

• You need some domain knowledge. Military jargon, procedures, and context matter. If you’ve never served or studied the space, you’ll need to learn fast—or partner with someone who gets it.

• Kajabi platform. The business runs on Kajabi—a platform built for digital product businesses. If you’re unfamiliar with it, that’s fine (so am I), but do your homework, especially if you want to create new public content or expand the product offering.

• Stalled growth. The business has been coasting since late 2022. You’ll need a clear reactivation plan to reignite momentum.

• Motivated owner. The price drop tells you they want out. That’s your leverage.

Due Diligence Checklist

Before making an offer, confirm the following:

• Revenue verification – Walk through Stripe & PayPal (video call preferred)

• Seller identity – Video call + LinkedIn profile to confirm legitimacy

• Traffic quality – Ask for access to Google Search Console

• Traffic sources – How is traffic split between organic, direct, referral, etc.?

• PPC history – Has the seller tried Meta or Google ads? What worked?

• Operational setup – Who manages content, customers, fulfillment, etc.?

• Team or contractors – Any VAs or editors involved? Are they staying?

• Kajabi-specific limitations – Is there anything in the platform restricting growth or customization?

What’s a Fair Price?

At ~$150,000 and a 2.7x profit multiple, it’s overpriced—especially for a business that’s been on autopilot for over a year.

But the owner wants out. Offer $110,000 (2x multiple) and back it with clear reasoning:

• Recent revenue drop

• Lack of growth efforts

• Comparable business sold at 1.45x

They’ll probably consider it—especially if you’re ready to move fast.

Even if you’re not buying, sign the NDA just to study the P&L. It’s one of the more transparent and well-organized listings out there—and worth learning from.

Final Words

That’s it for this week. This week’s dream business is a hidden diamond that comes in camouflage.

Got something on your mind? Hit reply and let me know—I’ll get back to you ASAP.

See you next time,
Tim