Introducing “The Experiment”, the monthly resource for marketers who love to experiment

If so, today is your lucky day because here at InnerTrends we love experimenting!

There is nothing we love more than to take a hypothesis and give it a run for its money, always testing and adjusting, but documenting the process as we do so.

Tip

Have you ever wondered why replicating AB testing almost never gives the same results? It’s because too often we try to replicate the methods and not the conclusions. Conclusions, if valid, should always be the same, no matter how many times they are replicated.

And now, for the first time ever, we’re opening our experiments up to the wider marketing community, running both our own experiments and experiments for you, our community, and then sharing our results so we can all learn together.

If you love well documented experiments that you can replicate and use in your own marketing strategy, read on to find out more about what makes a good experiment and join our monthly digest.

Experimenting is learning

Each experiment you run will not only help improve your website or application but will also teach you something about your users.

Experiments not only help you improve conversion rates, they help you own conversion rates.

What makes a good experiment?

The goal is to build a library of experiments that other marketers can use.

Each monthly newsletter will contain the details of a specific experiment that will include:

1. A well described hypothesis

Each experiment starts with a hypothesis which the experiment will prove or disprove.

2. Testing impact on user

Experiments are not about testing website elements but about testing user reactions to them. It’s important to have a clear understanding of what is being tested and why it is thought to have an impact on users.

3. Clear success metrics

It’s critical to define clear success metrics based on which we can declare the experiment a success or not. It’s what other peers will try to replicate.

4. Accurate tracking

Each experiment will be well documented in terms of how it was implemented and tracked. If you are to be able to challenge the experiment yourself, all these details will be crucial.

5. Destination: conclusions

Experimenting is learning, learning about your audience, technology, your competitors or field of work. It is the goal we are after.

6. Always testing, always improving

That’s where your role starts, as judges of the experiments we run. Is it possible that we did not notice possible errors in the experiment? The more eyes on the experiment, the more chances for accurate conclusions.

Author: Claudiu Murariu

InnerTrends' founder and lead analyst Claudiu Murariu is also the author of DataDiary, a newsletter about and for companies that use data in their business decision making process. You can follow him on Twitter @cllaudiu.