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?