Post Positioning - Testing and Execution

14 snips

Apr 2, 2026

They explain why landing page A/B tests can hide the true signal and recommend testing positioning through live sales conversations. Practical guidance on running pitch tests with top reps and an eight-part sales pitch structure are covered. Tips for turning test results into a consistent messaging document and when to revisit positioning are discussed.

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ADVICE

Avoid A B Tests For Positioning

Do not rely on homepage or landing-page A/B tests to validate positioning because they conflate messaging, design, and traffic quality.
April Dunford warns A/B tests mix homepage design, taglines, CTAs and uncontrolled visitor fit, producing noisy, misleading results.

ADVICE

Test Positioning With Your Best Reps

Test positioning in live sales conversations by training one or two top reps to pitch the new positioning to pre-qualified prospects.
April says live calls reveal excitement, confusion, and the exact questions prospects ask, giving high‑signal feedback.

ADVICE

Iterate The Pitch Live Until Reps Prefer It

Run tight iterative pitch sessions: sit with reps on calls, capture questions, tune wording, visuals, and objection handlers after each call.
April recommends using your best rep(s), iterating until reps prefer the new pitch over the old one.

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In today’s episode, I explore what should happen after a positioning exercise and why too many teams test positioning the wrong way. I explain why I prefer testing positioning through live sales conversations instead of homepage experiments, and I walk through the sales pitch structure I use to make that test meaningful. I also share how to turn positioning into a messaging document, how to keep that messaging consistent over time, and how to know when it is actually time to revisit your positioning.

You will learn:

(00:03:25) Why testing positioning through landing pages or homepage A B tests creates noisy results and does not isolate the positioning itself.

(00:05:37) Why live sales conversations with best-fit prospects are a much better way to test whether positioning truly lands.

(00:10:59) Why many companies struggle to translate positioning into a structured sales pitch and what that revealed in my workshops.

(00:16:24) Why I recommend creating a messaging document before updating the homepage so your language stays consistent across campaigns, trade shows, and other assets.

(00:21:25) How to recognize when positioning actually needs to change, and why teams should review market shifts, competitor movement, and product changes on a regular basis.

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Connect with April Dunford and learn about practical positioning that accelerates marketing and sales:

Work with April: https://www.aprildunford.com/contact

April’s newsletter: https://aprildunford.substack.com/

April’s LinkedIn: https://www.linkedin.com/in/aprildunford/

April’s Instagram: ⁠https://www.instagram.com/aprildunford/

April’s Twitter/X: https://twitter.com/aprildunford

April’s TikTok: https://www.tiktok.com/@positioningshow

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Get April Dunford’s books and audiobooks:

“Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”

“Sales Pitch: How to Craft a Story to Stand Out and Win.”

Amazon US: https://amzn.to/49l0ZRY

Amazon Canada: https://amzn.to/4ac9hgt

Amazon UK: https://amzn.to/3vosDzQ

Apple Books: https://apple.co/3xihSzC

Google Play: https://play.google.com/store/search?q=%22April%20Dunford%22&c=books

Barnes & Noble: https://www.bn.com/s/%22April%20Dunford%22

Bookshop: https://bookshop.org/contributors/april-dunford

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The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April’s battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.