Take 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 EffectMinimum Detectable Effect
Minimum detectable effect (MDE) is a statistical characteristic of each experiment you design.

This number indicates the percent change that must be caused by one of your variants in order for the...
, which means you'll get results faster.

But most importantly, this approach ensures that you Explore before you refineExplore before you refine
Experiments can focus on testing wildly different experiences (exploration), or in making smaller improvements to an existing experience (refinement).

Both are essential, but if you're just starti...