Experimentation / CRO

Experimentation and Testing Programs acknowledge that the future is uncertain. These programs focus on getting better data to product and marketing teams to make better decisions.

Research & Strategy

We believe that research is an integral part of experimentation. Our research projects aim to identify optimization opportunities by uncovering what really matters to your website users and customers.

Data and Analytics

90% of the analytics setups we’ve seen are critically flawed. Our data analytics audit services give you the confidence to make better decisions with data you can trust.

‍Experimentation Decision Matrix Blueprint

What are you testing for?

When running experiments systematically,  it is easy to start just testing for the sake of testing and missing the point of the actual actions and changes we wanna drive through experimentation. That’s why Experimentation Decision Matrix Blueprint provides you with an action plan before you start any testing. 

Based on your primary success metric —and supported by the secondary ones— what's going to be your action after concluding the test? This way, you can remind not only you and your team, but your stakeholders as well about the actual actions you plan to take after you conclude each one of your experiments. The suggestion here is just to implement a set of action tags in your knowledge database so that you can classify and take action on these results.

This framework will give you a reference on how to tag and classify your results depending on the type of hypothesis (superiority vs non-inferiority) and the action to take afterward. It will also help you enrich a narrative where “winning” and “losing” is not necessarily what’s impactful for the business.

Use Cases:

- Decide whether to implement, iterate or abandon a hypothesis.
- Update your experimentation roadmap based on prior results.
- Classify the experiments in your Knowledge Database.

Decision & Execution
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Toolkit includes PDF of the blueprint, and if available links to related assets and a loom video on using the blueprint.