What are some of the best tools and methods for running online experiments?

1 Metrics and tools

Before you start running online experiments, you need to define what you want to measure and how you will measure it. You should choose metrics that are relevant, measurable, and actionable for your goals and hypotheses. For example, if you want to test the demand for a new feature, you might use metrics like sign-ups, conversions, or retention. You also need to choose the right tools to collect and track your data, such as analytics platforms, survey tools, landing page builders, or email marketing software. Depending on your budget and needs, you can use free or paid tools, or even create your own.

2 Experiment design

Once you have your metrics and tools, you need to design your experiment in a way that can answer your questions and test your assumptions. You should follow the scientific method of creating a clear and falsifiable hypothesis, defining your independent and dependent variables, setting up your control and treatment groups, and determining your sample size and duration. You should also consider the ethical and legal implications of your experiment, such as obtaining consent, protecting privacy, and avoiding harm.

4 Data analysis

When your experiment is over, you need to analyze your data in a way that can provide meaningful and accurate insights. You should use appropriate statistical methods and tools, such as descriptive statistics, hypothesis testing, confidence intervals, or significance tests. You should also check for any errors, outliers, or anomalies in your data, and correct them or exclude them if necessary. You should also compare your results with your expectations, and see if they support or reject your hypothesis.

5 Data interpretation

Finally, you need to interpret your data in a way that can inform your decisions and actions. You should not only report the numbers and statistics, but also explain what they mean and why they matter. You should also consider the limitations and implications of your experiment, such as the generalizability, validity, and causality of your findings. You should also communicate your insights clearly and effectively, using visualizations, summaries, or stories. You should also share your learnings with your team and stakeholders, and solicit feedback and suggestions.

6 Experiment iteration

Running online experiments is not a one-time activity, but a continuous process of learning and improvement. You should not stop at the first experiment, but use it as a starting point for further exploration and validation. You should iterate on your experiments, by refining your hypotheses, metrics, and methods, or by testing new ideas, features, or segments. You should also use your insights to inform your product development, marketing, or strategy, and measure the impact of your changes. You should also keep track of your experiments, and document your progress and outcomes.