The basics

What experimentation is, and what it can tell youExperimentation borrows the method used to test a medicine and points it at your website.Lesson 1 · 4 minThe core terms of testing, in plain EnglishControl, variant, conversion, lift, confidence and power all exist to answer one question: did the change do this, or did something else?Lesson 2 · 4 minRunning your first A/B testA good first test is boring on purpose: one clear lever, one clean metric, properly QA'd and run to power.Lesson 3 · 4 minHow to write a hypothesis that can be proved wrongA good hypothesis uses if, then, because to name a real behaviour, a treatment and a mechanism, and it's specific enough that a result could contradict it.Lesson 4 · 4 minWhat counts as a win, and when to ship itWhether a result counts as a win is mostly decided before the test runs.Lesson 5 · 4 minNext track: Understanding your customerResearch before you test. Learn who your customer is and what gets in their way.Track 2