¿Como experimentan las compañías líderes y por dónde empezar?

Why are A/B tests not always real A/B tests?

A/B testing is often misunderstood. Some companies believe that by showing different versions of their website to users on different platforms (e.g. Facebook and Google), they are performing A/B Testing. However, this is not the case. The true essence of A/B Testing is the comparison within a similar environment to determine causality in specific changes. It is essential to have the right foundation for the results to be valid and reliable. Companies like Amazon and Microsoft conduct multiple A/B Tests daily to effectively inform and improve their decisions.

How do large companies foster a culture of experimentation?

Leading corporations, such as Apple and Airbnb, have invested in creating experimentation platforms that empower their employees. This allows them to suggest and launch experiments quickly, with almost zero marginal cost. Microsoft is a great example: they can simply launch an experiment within hours without going through multiple levels of approval. This inclusive approach focuses on idea generation rather than available resources, allowing even small companies to adopt this mindset.

What role does bureaucracy play in business experimentation?

Reducing bureaucracy is key to encouraging experimentation. These large companies have found ways to minimize internal hurdles, making it easier for any team member to propose and execute changes. This mindset encourages employees to experiment without fear of administrative hurdles.

Can small companies implement experimentation at a low cost?

Yes! Although the path to zero-cost experimentation requires time and infrastructure investment, the experimentation mindset has no barriers to entry. Small companies can start with limited resources by documenting experiences and results. Simply maintaining a database of past and present hypotheses and experiments, on platforms such as Notion, can create institutional memory. This ensures that knowledge is not lost when a team member leaves.

How can the culture of experimentation be fostered in a company?

The culture of experimentation does not emerge overnight, nor is it reserved for large companies. It starts with interest and proactive effort. A small marketing or growth team that documents each new strategy as an experiment can be the catalyst. Constant documentation creates a rich database, making it accessible for future reference. So, it's not all about A/B testing; other methodologies also offer valuable impact assessments.

What is the first step in creating an experimental environment?

Starting the culture of experimentation implies implementing the concept of a knowledge base. This database should document goals, hypotheses and results, as well as keep a record of past experiments. This collective memory prevents the loss of valuable information and fosters an environment where learning and adaptation are constant.

Why is it important to document?

Systematic documentation of hypotheses and results paves the way for constant experimentation. This not only encourages innovation, but also enables companies to grow on a solid knowledge base. It also makes it easier for new ideas to be evaluated in an informed and effective way, ensuring that approved strategies are based on proven previous results.