Design A/B Tests That Answer Real Questions
Foundations & Process · research
Updated 2026-07-28
- Do not run experiments without a clear hypothesis.
- Start with:
- What problem are we solving?
- What behavior should change?
- What would success look like?
- Test meaningful differences:
- Layout.
- Copy.
- Flow.
- Interaction.
- Avoid testing random details without purpose.
- Measure the full impact:
- Primary metric.
- Side effects.
- Long-term behavior.
- A winning experiment is not always the one with more clicks. It is the one that improves the user's outcome.
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