This post is a part of the Growthzilla Book series, which is an online draft of the print edition that will be available in 2018.
By utilizing experimentation to help us decide if changes to product, marketing, and operations are effective, we avoid having to rely solely on our intuition. Without experimentation, we would implement changes and hope that we’re right slightly more than half of the time. Rather than engineering growth, we would be relying on an art form, which would be dominated by a select few that had outstanding intuition such as Steve Jobs (or those who claim to have this level of intuition). Growth engineering would be inaccessible to the majority of us.
Experiments make growth accessible to nearly everyone because they follow systematic ways of testing hypotheses to reach specific outcomes and are not unlike experiments in the physical and social sciences. Admittedly, growth experiments are usually not as rigorous as in academia, but the fundamentals are still the same. Anyone that learns the basic experimentation methodology can lead successful growth development at their company. Of course, you will likely be more effective with greater experience and practice, but it’s important to learn strong fundamentals from the beginning.
In this section, we will review the key components of successful experimentation. The first step is understanding what are you trying to achieve with your experiment. Are you trying to improve how long users spend on your site or how quickly the can get their tasks done? Then we will consider how to measure whether or not the changes that you implement have successfully accomplished that objective, or not. Then we will discuss ways to create a sounds hypothesis about ways to reach your objective. Finally, we’ll review the nuts and bolts steps in running good experiments as well as gathering and analyzing results.