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How failed tests help you make better decisions | Craig Sullivan
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It’s easier now than ever before for businesses to run CRO experiments, but what happens when great technology is misused? From not running enough tests to manipulating data to prove a favored hypothesis, there are many ways businesses use testing resources incorrectly — and screw up their growth in the process. So, how can we Unf*ck these issues?
Join me, Siobhan Solberg, and my co-host Russell McAthy as we chat with Optimal Visit’s Optimiser in Chief, Craig Sullivan, about all things testing. We get into why there is no such thing as a ‘failed’ test, the importance of optimizing your experiment programs, and how A/B testing can help you grow better tomatoes (literally).
In this episode:
- Many more businesses are starting to run tests, but few run enough to drive real impact.
- The more you test before setting updates live, the fewer mistakes you’ll make.
- There’s no such thing as a failed test. Tests that don’t prove your hypothesis are as valuable as ‘successful’ tests — and can actually tell you more.
- Tests should provide strong evidence that changing from what you’re doing now is the right idea.
- Hunches and leaps of faith have their merit but need to be augmented by data, not driven by assumptions.
- What should start-ups focus on if they don’t have adequate sample sizes or KPI outcomes?
- How can businesses blend qualitative and quantitative data to generate better quality ideas?
- Tests should never be run until a clear and measurable hypothesis that’s rooted in critical thinking has been written.
- Manipulating data to support your hypothesis and personal biases leads to flawed business decisions.
- The only way to truly understand your audience is to talk to them and run tests.
- Accurately and authentically representing your audience drives better results and can change the way they engage with your business.
- How to optimize experimentation programs in order to scale.
- Big decisions can’t be made based on one A/B test that fails to take into account wider contexts.
- Marketers should not ignore the importance of segmenting mobile and desktop users when running cross-device experiments.
- Why governance and transparency are the largest things to be Unf*cked in testing.
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