6 mistakes that will derail your testing program (and how to not make them)

An in-depth look at how to properly structure your experiments | Published: February 2018

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At WiderFunnel, we speak to so many optimization teams that get stuck because they don’t truly understand experiment design. And their programs suffer.

Have you run into these problems?

Tests don’t result in conversion rate lift like they used to. “Winning” variations actually hurt conversions. “Losing” variations are actually winners. Results spike for a few weeks, but then return to baseline. Experiment results don’t compound. Important customer learnings are missed.

But here’s the good news: It doesn’t have to be like this.

In this free 70-page guide, we describe 6 of the worst mistakes optimization teams make in their design of experiments. And we show you the right approach to take. You’ll learn:

  • How to determine when to call a test complete (with confidence)
  • How to choose experimental design based on your business objectives
  • How to balance learning with velocity, to achieve optimization maturity