From experiment results to OKR progress

Experiment results should feed directly into measuring progress on your objectives and key results (OKRs). This connection ensures that your testing activities contribute to strategic goals rather than just generating isolated insights. For example, imagine your company has a quarterly OKR: "Improve user engagement" with a key result of "Increase average session duration by 15%." Instead of running random experiments, you would design tests specifically targeting this metric. You might test a redesigned content feed, improved navigation, or new interactive features, each experiment measuring how the change affects session duration. After each experiment concludes, you update your OKR progress: "Our navigation experiment increased session duration by 4%, bringing us to 8% of our 15% goal with two more experiments planned." This intentional alignment creates accountability for experiment outcomes.

Review your experiment roadmap regularly, asking: "Are we testing the right things to move our key results?" If experiments consistently fail to impact OKRs, either the experiments need redesigning or the OKRs might be unrealistic.