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Bad Hypotheses Are Killing Your Experimentation Program
From A to B
How to Define a Strong Hypothesis
Shava: A revenue loss is fine if you learned about something behaviorally, which I think is important. If you're running a test and then you don't have clearly defined metrics, you as a bad CRO might look to say, Oh, we learned that it just didn't win. That's not the best. In this example, generally, you have to focus on a singular KPI of like conversion rate and stuff. Shava: How are you influencing behavior should be core to defining a strong hypothesis?
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