Articles exploring experimentation strategy through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
10 articles
Button color tests are a symptom of shallow experimentation culture. This manifesto argues for testing ideas that actually move the business needle.
Every experimentation team faces the speed-rigor tradeoff. Learn when to prioritize velocity, when to demand rigor, and how to build a framework for both.
Assess your experimentation maturity across five stages. Understand what separates ad-hoc testing from a true culture of evidence-based decision making.
Learn how to build an experimentation program from zero. Covers governance, tooling, culture shifts, and the first experiments that earn organizational trust.
A structured approach to planning ninety days of experiments. Covers goal alignment, test sequencing, resource allocation, and learning velocity.
The ICE framework is popular for prioritizing A/B tests, but it has serious flaws. Learn when to use it and what to replace it with.
Learn how to design rigorous A/B tests from hypothesis to execution. Covers experiment structure, variable isolation, and common design mistakes.
16 homepage A/B tests exposed a 69% inconclusive rate — worse than any other page type. Data shows downstream pages win at 2x the rate.
Why framing AI personalization and A/B testing as competing approaches is a strategic mistake. Learn how the sequential relationship of test, segment, and personalize creates optimization systems that neither discipline achieves alone.
Most A/B tests fail because they skip the research phase. Learn how conversion research — from heuristic analysis to qualitative methods — builds the foundation for experiments that actually win.