What are experiments

Product experiments are structured tests that help teams make evidence-based decisions by comparing different solutions against specific hypotheses. Rather than relying on opinions or assumptions, experiments provide empirical data about how changes affect user behavior and business outcomes.

A well-designed experiment includes:

• A clear hypothesis
• A control group (users experiencing the existing version)
• An experimental variant (users experiencing the new version being tested)
• Pre-determined success metrics
• Appropriate sample sizes (number of users in the experiment)

The hypothesis should follow an "If we [make this change], then [this metric] will [increase/decrease] because [reasoning]" format, ensuring the experiment has a clear purpose and measurable outcome.

Experiments can range from simple A/B tests comparing two versions to multivariate tests examining multiple variables simultaneously. They help reduce risk by validating ideas before full implementation, prevent costly mistakes, and create a culture of continuous learning. Organizations with mature experimentation practices typically make faster progress because they can quickly separate effective ideas from ineffective ones.