When to test

People often ask me:

When should I run a test?

My answer is usually:

If you can test, you should test.

Why? Testing gives you answers you won’t get any other way. Answers like:

  • Does this variant convert customers better than what we had before?
  • Does it keep customers active?
  • Does it retain customers better?
  • Does it improve average order value, average lifetime value?
  • Does it grow our profit?

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