A successful experimentation program needs design*, engineering, analytics, and strategy. And if you want to Test quality hypotheses, quicklyTest quality hypotheses, quickly
The only two elements you can affect are:
The quality of your hypotheses, and
How quickly you test them and act on the results
Aim to improve these two elements.
To improve hypotheses:
..., you'll Decouple experimentation from product developmentDecouple experimentation from product development
Your product development process is optimized for shipping a reliable, polished experience to users.
But experimentation requires you to Explore before you refine and Take big swings early o...—which means a dedicated growth team.
*It's true that Cosmetic changes don't matterCosmetic changes don't matter
In ecommerce, minor styling changes can have a measurable impact on shopper behavior.
But B2B decisions are much higher consideration, and this type of change is unlikely to influence your potenti..., but if you're going to Take big swings early onTake big swings early on
You should be testing drastic, ambitious changes early in your experimentation program.
This type of test will have a higher Minimum Detectable Effect, which means you'll get results faster.
... you'll need original designs.