‘A/B Testing: Example of a good hypothesis’ – ‘MarketingExperiments’ Blog
The latest ‘MarketingExperiments’ blog post is titled “A/B Testing: Example of a good hypothesis”.
Lauren Maki says, “Want to know the secret to always running successful tests?
The answer is to formulate a hypothesis.
Now when I say it’s always successful, I’m not talking about always increasing your Key Performance Indicator (KPI). You can “lose” a test, but still be successful.
That sounds like an oxymoron, but it’s not. If you set up your test strategically, even if the test decreases your KPI, you gain a learning, which is a success! And, if you win, you simultaneously achieve a lift and a learning. Double win!
The way you ensure you have a strategic test that will produce a learning is by centering it around a strong hypothesis”.
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