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.

UX Research

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.

Results vs Action

What are the result vs action options for an AB test?

The result of a test can have little to do with what comes next. So it's important to separate the concepts of 'result' from 'action' so you can independently track how your program is doing related to 'win rate' vs 'action rate' for example. The goal is not to 'win' with tests, it's to make good decisions that effect change.

Use Cases:

- If you're calculating 'win rates' vs 'action rates'
- If you're looking at percentages of iterations vs what was shipped
- If you want to show how test results aren't connected to outcomes, changes, for a website for example.

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.