What are the best practices for testing product optimization changes?

2 Choose your testing method

Depending on your goals, hypotheses, and resources, you can choose from different testing methods, such as A/B testing, multivariate testing, or user testing. A/B testing is the most common method, where you compare two versions of your product or feature (A and B) and see which one performs better. Multivariate testing is similar, but you test multiple variables at once, such as color, layout, and copy. User testing is where you ask real users to interact with your product or feature and collect their feedback and insights.

3 Segment and sample your users

To ensure that your testing results are representative and accurate, you need to segment and sample your users properly. Segmentation is where you divide your users into groups based on certain criteria, such as demographics, behavior, or preferences. Sampling is where you select a subset of your users to participate in your testing. You should segment and sample your users based on your hypotheses and goals, and use methods that are random, balanced, and large enough to achieve statistical significance.

4 Implement and monitor your tests

Once you have your goals, hypotheses, testing method, and user segments and samples ready, you can implement and monitor your tests. You should use tools and platforms that allow you to create, run, and track your tests easily and securely, such as Google Optimize, Optimizely, or VWO. You should also monitor your tests regularly and check for any errors, anomalies, or biases that might affect your results. For example, you should avoid changing your product or feature during the testing period, as this might introduce confounding factors.

6 Apply and iterate your learnings

The final step of testing product optimization changes is to apply and iterate your learnings. You should use your results to inform your product decisions and make the necessary changes to your product or feature. You should also communicate your results and learnings to your stakeholders and team members, and document your testing process and outcomes. You should also plan your next steps and identify new opportunities for testing and optimization, and repeat the cycle until you reach your goals.