Why Growth Teams Fail at A/B Testing - and How to Fix It
Traditionally, growth teams have approached A/B testing in a rushed, unstructured way: launching tests without clear hypotheses, loosely checking results, and quickly moving on to the next idea. Over time, this has created an environment where valuable insights are lost and the same mistakes are repeated.
This method doesn't work because:
- Tests without clear hypotheses yield unclear results.
- Lack of structured documentation makes insights difficult to reference.
- Real learnings vanish, causing redundant experiments.
However, the future of growth testing is simple and transformative:
- Clear Hypotheses: Each experiment clearly states the expected outcome.
- Centralized Documentation: Results and learnings are logged systematically.
- Actionable Insights: Teams can easily reference past tests to inform future strategies.
By adopting this structured yet simple approach, teams shift from scattered experimentation to deliberate, impactful growth. This is how smart teams will win in the future.