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 TestingA/B, split and multivariate testing compared: how to choose the right online experiment, run it honestly, and read the result.Open guide.
In context
The discipline is writing down what you expect before you look. Without that, every result gets explained after the fact and nothing is ever learned.
The reality
Experiments are often run without clear hypotheses or proper measurement.
Compared with
Experiment vs A/B Test
An A/B test is one kind of experiment: two glossaryVariantA variant is a version of a design or experience used in testing or experimentation.Open glossary term, split glossaryTrafficTraffic refers to the number of users visiting a website, app, or digital product over a given period.Open glossary term. Experiments cover a wider range, including multivariate designs, holdouts, and tests where a control group sees nothing at all.
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.
Related Services
Related Guides
Related Terms
