DLG Section: Experimentation design: Part 1

Okay, we've defined everything and done all the groundwork. Now, it's time to execute.

1. Problem statement & overview
2. Hypothesis, goal setting & success metrics
3. Experimentation design: Part 1
4. Experimentation design: Part 2
5. Post experiment learnings & next steps
6. Stakeholder management

In this section, we are going to define what are we testing and map out the variations to run.

Let's begin 🚀

What are we testing?

Clearly document the specific aspect of the product or process being tested. This helps in ensuring that the scope is well understood and avoids confusion about the focus of the experiment.

Add supporting evidence as to why you want to make the change.

Key Questions to Address:

What specific feature, change, or variation is being tested?
Why is this change being tested?
What data or insights support this test?

For example:

We are testing whether changing the primary CTA button from ‘Sign Up’ to ‘Get Started for Free’ improves signup conversion rates. Previous heatmaps indicate high attention on the button, but user feedback suggests uncertainty about pricing. (Add the relevant screenshots & other supporting documents)

Variation design

Variation design involves outlining the different versions that will be tested, including control and test variations.

Key Elements:

Control Group: The existing version.
Variation A/B: The new design, copy, or functionality.
Consistency: Ensure no unintended differences affect results.

Control: ‘Sign Up’ button.

Variation A: ‘Get Started for Free’ button.

Variation B: ‘Create Your Free Account’ button

All elements on all three pages besides the copy of the CTA will remain consistent during the testing time. <Insert designs/ wireframes> of the control and test versions.

Brand focused courses

Great brands aren't built on clicks. They're built on trust. Craft narratives that resonate, campaigns that stand out, and brands that last.

View all courses