LRN · TACTICS STACK/REV. 2026-06
Sheet— 01 / 10 —TAC
001 ·

The specific, testable plays that capture lift — conversion, creative, feed and email.

Test the tactic, not the opinion.

Here is the RGM tactics stack — every growth play mapped, from cart-abandonment and checkout to creative testing, feed optimization, and email triggers. Each grounded in a 2026 benchmark and meant to be tested, not assumed. Start with a pillar, explore the periodic table, or filter the index.

0+Tactic pages
0Tactic families
0Core tactics, mapped
0+Seasonal creative themes

How to read this stack: a tactic is a bet, and the only honest way to settle a bet is a test. Every play here links its 2026 benchmark — check it against the compendium and prove the lift with the A/B test calculators.

000
At a glanceQuick answers

The short answers.

Biggest CRO leak?Cart abandonment

~70% of carts are abandoned — recover with triggered flows.

Lift AOV fast?Bundles & upsells

Cross-sell and free-shipping thresholds raise order value.

Best copy framework?AIDA / PAS

Attention→interest→desire→action, or problem-agitate-solve.

Win at creative?Testing velocity

Volume of quality tests beats any single big idea.

Paid-shopping edge?Feed quality

The product feed, not the bid, wins Shopping.

Email that converts?Flows > campaigns

Triggered flows earn ~20x the revenue per send.

001
Load-bearing tacticsSheet — 02 / 10

Six plays hold the roof.

Start here. Most conversion lift comes from a handful of plays: fix the funnel leaks, test your way up, and let the winners compound. Learn these six and the rest slot in.
Start here
  1. F-01Conversion rate optimizationTest your way to a higher conversion rate.
  2. F-02Cart abandonment recoveryWin back the ~70% of carts that leave.
  3. F-03Checkout optimizationCut friction from cart to confirmation.
  4. F-04Landing-page optimizationWhere paid traffic converts or leaks.
  5. F-05Creative testingA system to find winning hooks and formats.
  6. F-06AIDA frameworkThe copy spine — attention to action.
002
The tactics indexSheet — 03 / 10

Every play, filed.

Look at the tactics library by family. Filter by name or pick a family. The full stack runs 1,600+ pages including 170 seasonal creative themes; the marquee tactics are below, and search opens the rest.

Showing 26 of 26 tactics

No tactic matches that filter. Search the full library — it reads every page.

This is the curated index. The full tactics stack holds 1,600+ pages — search the complete collection or jump to any family above.

003
The map of tacticsSheet — 04 / 10

The periodic table of tactics.

Hover or tap a play. Thirty tactics grouped into six families — conversion & checkout, merchandising & AOV, persuasion & copy, creative testing, feed & platform, and email & lifecycle. Filter by family, or hit ★ Core for the ten highest-leverage plays. Each tile links to its guide.
004
Tactics by the numbers — 2026Sheet — 05 / 10

The numbers tactics move.

Tap a card. Every tactic aims at a number. Here are the ones worth moving in 2026 — each sourced, each linked to the play and the benchmarks compendium.
70.2%Cart abandonment

Carts abandoned

Baymard InstituteRecover carts →
Did you know? ↗
4.6%Add-to-cart

Avg add-to-cart

LittledataSticky cart →
Did you know? ↗
6.6%Landing-page CVR

Median landing-page CVR

UnbounceOptimize pages →
Did you know? ↗
6.96%Paid-search CVR

Avg Google Ads CVR

WordStreamCRO →
Did you know? ↗
~20xEmail flows win

Flow vs campaign RPR

KlaviyoEmail tactics →
Did you know? ↗
$144AOV lever

Global AOV

OberloLift AOV →
Did you know? ↗
Opinions are free and usually wrong. A test costs a little and settles the argument.
— RGM analysis, 2026

Tactic benchmarks, 2026 — see the full sourced set in the RGM Benchmarks compendium.

005
RGM tactic toolsSheet — 06 / 10

Test it properly.

Use these. RGM ships free calculators for running tactics like an experimenter — sample size, significance, prioritization, lift — no signup. Settle the bet with data.
RGM ToolCRO Maturity Score

Grade your experimentation program.

 RGM ToolWhat Experiment Should I Run

Pick the highest-leverage test next.

 RGM ToolPXL Prioritization

Score and rank test ideas objectively.

 RGM ToolA/B Test Sample Size

How many users to detect a real effect.

 RGM ToolA/B Test Budget

Whether your traffic can detect the lift.

 RGM ToolBayesian A/B Test

Probability one variant beats another.

 RGM ToolSRM Checker

Catch broken test splits before you trust them.

 RGM ToolConversion Lift

Turn a CVR gain into revenue.

 RGM ToolAOV Calculator

Model how merchandising lifts order value.

 RGM ToolDeliverability Scorecard

Score your inbox placement risk.

 RGM ToolROAS Calculator

Return on ad spend for a tactic.

 RGM ToolCPC Calculator

Cost per click, fast.

Browse every calculator on the RGM tools floor, or start with the benchmarks compendium.

006
MethodSheet — 07 / 10

How to run a tactic.

Five steps. A tactic is a bet. Here is how to place it so you win more than you lose.
  1. Start from the funnel leak. Find where users actually drop — cart, checkout, or landing page — before you pick a play. Fix the biggest leak first.
  2. Form a hypothesis. State the lift you expect and why it should happen. “Guest checkout will lift completed orders because forced accounts are the top drop-off” beats “let's try a popup.”
  3. Test, do not decree. Run an A/B test or holdout so data, not the loudest opinion, decides the winner.
  4. Size the effect honestly. Check the sample size and significance before you call a result real — and watch for a broken split that invalidates the test.
  5. Ship the winner, kill the rest. Roll out what paid back, retire what did not, and move to the next leak. Testing velocity compounds.
007
Go deeperSheet — 08 / 10

The deep tactics.

Beyond the play. Each tactic has a full deep dive, and the stack goes further: 219 specific tactic guides, 170 seasonal creative themes, and platform-by-platform feed and asset optimization.
Deep tacticCheckout Optimization

Cut friction from cart to confirmation.

 Deep tacticLanding-Page Optimization

Where paid traffic converts or leaks.

 Deep tacticCreative Testing Velocity

Run more quality tests, faster.

 Deep tacticMeta Creative Testing

Structure tests for the algorithm.

 Deep tacticQuality Score

Lower CPCs through relevance.

 Deep tacticExit-Intent Strategy

Recover leaving visitors.

Planning a moment? The stack has creative themes for every season and event — Black Friday, back-to-school, Prime Day and more. Search the seasonal library →

008
The voices — top 12Sheet — 09 / 10

The voices — top 12.

Follow these. The people who made testing and creative rigor a discipline — from experimentation science to conversion optimization and creative effectiveness. Each links to a profile.
01Peep LajaCXL; conversion optimization rigor 02Ronny KohaviTrustworthy online experiments at scale 03Sean EllisGrowth testing; the high-tempo test cadence 04Brian BalfourReforge; experiment-driven growth 05Andrew ChenGrowth experiments & loops 06Lenny RachitskyProduct & growth experiments 07Rand FishkinTesting & organic tactics 08Neil PatelHigh-volume conversion tactics 09Mark RitsonCreative effectiveness rigor 10Les BinetWhat creative and media actually move 11Byron SharpDistinctiveness & mental availability 12April DunfordPositioning that makes tactics land

Browse all marketing thought leaders →

009
FAQSheet — 10 / 10

Tactic questions.

What is a marketing tactic?

A tactic is a specific, testable execution inside a strategy — a cart-abandonment email, an exit-intent offer, a checkout tweak, or a creative test. Tactics capture lift, but only the ones you test and keep.

What is the difference between a tactic and a strategy?

Strategy is the choice of where to play and how to win; tactics are the specific plays inside that choice. Good tactics cannot rescue the wrong strategy. See growth strategy.

What is the highest-ROI conversion tactic?

Recovering abandoned carts is usually the fastest win — about 70% of carts are abandoned and triggered flows earn far more revenue per send than campaigns. Checkout and landing-page fixes are close behind.

How do I test a tactic?

Form a hypothesis, run a controlled A/B test or holdout, and check sample size and significance before calling a winner. Ship what pays back and retire the rest.

What is a creative-testing framework?

A repeatable system for producing, launching and reading many ad variations so you learn which hooks and formats work. Testing velocity beats betting on one big idea.

Do popups and urgency tactics still work?

Yes, when relevant and honest. Exit-intent offers, free-shipping bars and genuine scarcity can lift conversion, but fake countdowns erode trust. Test each one rather than assuming.

Sources & provenance

  1. Tactic benchmarks (cart abandonment, add-to-cart, landing-page CVR, paid-search CVR, email flows, AOV) are drawn from the RGM 2026 Benchmarks compendium, which sources each figure to Baymard, Littledata, Unbounce, WordStream, Klaviyo and Oberlo.
  2. Tactic family groupings and the periodic-table layout are RGM's synthesis; every tile links to its full guide.
  3. Stack census — RGM analysis, June 2026; tactic and creative-theme counts are live totals from the deployed tree.