A/B and multivariate testing programs run as a discipline rather than as a tool. Hypothesis backlog, statistical rigor, experiment archive, and cross-functional learnings that compound across quarters rather than dying with the latest test.
Every test starts with a hypothesis tied to a behavioral observation. The backlog is scored by impact, confidence, and ease (ICE), and the top of the backlog drives the next quarter of testing.
Tests run to power. Bayesian or frequentist depending on the test design. We document false positives alongside wins, and we do not scale partial winners.
Every test is documented: hypothesis, design, sample size, result, learning. The archive compounds organizational knowledge so the team is not relearning the same lessons every quarter.
Experiment learnings feed paid media, content, lifecycle, and product. The discipline is its own program, but the value is in how the learnings cross-pollinate.
We build the test backlog: 20-40 hypotheses tied to behavioral observations, scored by ICE, ranked for the next quarter.
Each test designed with proper power calculation, success metrics, and instrumentation. No test ships without a written design doc.
Multiple tests running concurrently where traffic and surface independence support it. Daily monitoring, weekly review, statistical close on schedule.
Every test archived with full design, result, and learning. Quarterly recompose: what is the program teaching us, where is the next round of opportunity?
Experimentation programs pair with CRO and analytics work. Browse the convert surfaces.
CRO is the broader discipline. A/B testing is one method inside CRO. We run experimentation as a dedicated program when the account has the traffic, the surfaces, and the organizational appetite to make it a competitive advantage.
Below 10,000 monthly conversions per surface, classical A/B testing struggles. We use bandit-style allocation, qualitative research, and heuristic-driven sequential testing instead. The discipline still applies, the methods adjust.
Yes. Optimizely, VWO, AB Tasty, Convert, GrowthBook, and custom feature flags are all fine. We have opinions but no tooling religion.