"I generally like to build a program that runs about 100 tests a year."
"If you have too low of a win rate, then you're wasting effort testing, not testing the right things."
"We fundamentally changed behavior in probably a way we didn't expect."
"We saw a five percent lift during this test, but I don't know if that's gonna hold across an entire year of this experience and market."
"My view of the website is give the offices a chance to serve a user."
Takeaways
Share wins loudly and mine losses for the why. Momentum comes from clear cross-functional wins; learning comes from understanding drop-offs.
Navigation redesigns fundamentally change behavior. Aspen Dental's cleaner nav moved key info behind a hamburger click and shifted what users saw.
Test into a big redesign instead of shipping it blind. Isolating elements with iterative or MVT tests tells you which piece drove the change.
