Definition
The practice of testing a change against a control group to measure its true causal effect on a metric before rolling it out broadly.
Why it matters for growth
Experimentation replaces opinion-driven product decisions with evidence, preventing teams from shipping changes that feel right but actually hurt key metrics.
Example
A team splits new signups 50/50 between two onboarding flows and measures which one produces a higher 7-day retention rate.
FAQ
- What is Experimentation / A/B Testing?
- The practice of testing a change against a control group to measure its true causal effect on a metric before rolling it out broadly.
- Why does Experimentation / A/B Testing matter for growth?
- Experimentation replaces opinion-driven product decisions with evidence, preventing teams from shipping changes that feel right but actually hurt key metrics.
- What is an example of Experimentation / A/B Testing?
- A team splits new signups 50/50 between two onboarding flows and measures which one produces a higher 7-day retention rate.