Log in or create a free Rosenverse account to watch this video.
Log in Create free account100s of community videos are available to free members. Conference talks are generally available to Gold members.
Summary
Knowing how to solve the right problem is only one small part of the product-success equation. And nailing the execution is harder than most people think. As Erin says in this talk, “There are far more ways to fail than there are to succeed” when it comes to experimentation. To help you learn, Erin shares some of the silly mistakes she made while A/B testing her designs. That way you can avoid those pitfalls as you work to make your digital product better—not just different.
Key Insights
-
•
Nine out of ten AB tests at Booking.com fail, but the few that succeed compound into massive growth.
-
•
Execution often fails on good ideas rather than the ideas themselves.
-
•
Technical details like page load time can negate positive design changes if not carefully managed.
-
•
Edge case bugs in different languages or currencies can silently kill conversions.
-
•
Minor typography choices, such as switching from Times New Roman to Arial, have a large impact on conversion.
-
•
Using system fonts improves legibility and page load speed, positively affecting conversions.
-
•
Tracking should only include users exposed to the tested change to avoid noisy data.
-
•
Qualitative user research drives many experiment ideas by revealing real user challenges.
-
•
Guardrail metrics like customer service calls and loyalty prevent short-term wins from harming long-term value.
-
•
Products should be retested over time as technology and user behaviors evolve, since what fails today may succeed tomorrow.
Notable Quotes
"I’m actually a really big failure — nine out of ten tests fail with no positive measurable impact."
"Compound effect means good upon good upon good eventually builds to incredibly fast growth."
"If a problem keeps coming up, it’s usually the execution of the idea that’s failing, not the concept."
"Increasing page load time by three seconds can nullify all your design improvements."
"Picking the wrong size image can impact customer experience as much as what you see on screen."
"There are as many versions of the website as stars in the sky because of language, currency, and device variations."
"No tracking is perfect because numbers tell you what likely happened, but not why it happened."
"System fonts load faster, improve legibility, and outperform fancy brand fonts in conversion."
"Guardrail metrics help catch unintended consequences like increased customer service calls despite higher conversions."
"You can’t fail 90 times out of 10 without laughing at yourself to keep going."
Or choose a question:
More Videos
"Using systems tools is only about 5% of my day-to-day work; I handpick them to meaningfully engage stakeholders."
Boon Yew ChewMaking Sense of Systems—and Using Systems to Make Sense of the Enterprise
June 6, 2023
"Every board member can interpret an NPS score differently depending on their role and responsibilities."
Landon BarnesAre My Research Findings Actually Meaningful?
March 10, 2022
"The business value of design operations is hidden, unclear, and not even talked about."
Patrizia Bertini Alexandra Mengoni LeónPushing DesignOps’ Influence into New Global Markets
September 9, 2022
"My job is to make the head of design look super good."
Jacqui FreyScale is Social Work
March 19, 2020
"If you can crack the code on making a child and their parents more comfortable in healthcare, you can map those principles to adults."
Robert SchwartzWe're Here for the Humans
June 9, 2017
"What was important was that in the eyes of the customer, I conveyed the part authentically."
Tamara HaleWar Stories LIVE! Tamara Hale
March 30, 2020
"Your breath is the most powerful thing; it reminds us of the power and agency that we do have as individuals."
Zariah CameronReDesigning Wellbeing for Equitable Care in the Workplace
September 23, 2024
"There’s more contracting work coming because teams are smaller and have to bring in external hands."
Dave Hoffer Joanne WeaverUX Job Search AMA #3 with Joanne Weaver and Dave Hoffer
July 16, 2025
"We ended up doing an average of five labs per quarter covering 12 to 15 research questions, which helped avoid design delays."
Feleesha SterlingBuilding a Rapid Research Program
May 18, 2023
