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Summary
Experimentation can be intimidating to non-data science folk. But Erin wants to get everyone excited about A/B testing. In this talk, Erin shares the Conversion Design process. It centers A/B testing as a way to gather high-quality evidence to make highly informed decisions to improve your digital product. She also introduces the Good Experimental Design toolkit. These easy-to-follow templates usher teams through the logic needed to design trustworthy experiments that you can learn from.
Key Insights
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Conversion design is a combination of user-centered design, scientific experimentation, and business strategy.
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Historical context shows poor experimental design led to unreliable data and necessitated the development of robust methodologies.
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The conversion design process is cyclical, allowing teams to iterate between understanding, hypothesizing, prioritizing, creating, testing, analyzing, and deciding.
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Ethical considerations are crucial in design; experiments should not exploit or mislead users.
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A/B testing is a fundamental part of the conversion design process, providing a reliable evidence base for decision-making.
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Randomization is key to isolating the effects of changes and ensuring data validity in experiments.
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Conversion design aims to create intentional improvements, not just differences, in user experience.
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Measurement of success should include both quantitative metrics, like sales, and qualitative impacts, like user satisfaction.
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An experimentation culture fosters growth and better decision-making across teams.
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Documentation of experimental processes is vital for understanding implementation success and learning from outcomes.
Notable Quotes
"Design is the rendering of intent."
"Conversion means change, not just sales."
"When you do things, you should also think about the ethics of your decisions."
"You cannot purely test an idea, you can only ever test the execution of that idea."
"The smallest poor design choice can make an entire experiment fail."
"Data behaves like a metric whack-a-mole, and without good design, bias can influence results."
"You need to capture not just customer needs but the business goals tied to them."
"Experimentation is the main way to create high quality decisions."
"The conversion design cycle is the engine of how businesses function."
"Knowledge is the main output of the conversion design process."
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