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Experiments & A/B testing best practices

1. Establish a clear hypothesis A good hypothesis focuses your testing and guides your decision-making. It should include your goal metric, how you think your change will improve it, and any other important context. For example: Showing a short tutorial video during onboarding will help users understand how to use our product. As a result, we expect to see more successful interactions with the app, fewer customer support queries, and reduced churn (our primary goal) among tested users. This is a…