Conversion Optimisation
Experiment
Plain English
Testing an idea to see what happens.
Definition
An experiment is a structured test used to evaluate hypotheses and measure outcomes.
In practice
Used in product and UX to test changes such as guideA/B TestingComparing live variations with controlled experiments to identify which design or content change performs better.Open guide.
The reality
Experiments are often run without clear hypotheses or proper measurement.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is an experiment in product development?
It is testing a glossaryHypothesisA hypothesis is a testable assumption about how a change will impact an outcome.Open glossary term to measure results.
Why are experiments important?
They reduce risk and inform decisions.
What makes a good experiment?
Clear glossaryHypothesisA hypothesis is a testable assumption about how a change will impact an outcome.Open glossary term and measurable outcomes.
What is a common mistake?
Running tests without clear goals.
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