Experiments in Growth

Experiments in Growth

Importance of Experiments

• Experiments help avoid biases and reveal the truth behind growth models and user psychology.

Common Misunderstandings

• Purpose of Experiments:
  • Misconception: Ruthlessly optimizing a metric.
  • الصحيح: Improving the product; metric improvement follows.
• Hypotheses:
  • Misconception: Guesses about performance.
  • الصحيح: Testable statements that:
    • Structure thinking.
    • Provide a comparison point for results.
    • Inform valid experiment design.
• Test Implementation:
  • Misconception: Always choosing the easiest/fastest test.
  • الصحيح: Consider variations and tradeoffs to determine the best experiment.
• Experiment Cost:
  • Misconception: Experiments are cheap and should always be run as insurance.
  • الصحيح: Experiments can be expensive in terms of resources, time, and analysis.
• Experiment Analysis:
  • Misconception: Analysis ends with success/failure.
  • الصحيح: Analysis involves:
    • Success/failure assessment.
    • Prediction accuracy.
    • Understanding why to extract learnings.

Experiment Process

• Defining well-structured hypotheses around key problems.
• Defining minimum viable tests that are efficient and valid.
• Prioritizing minimum viable tests.
• Analyzing experiment results to extract maximum learnings.

Experiment Map

• Using the video hosting product Zoom as an example as we go along the way.