{"id":82226,"date":"2023-08-31T11:12:05","date_gmt":"2023-08-31T05:42:05","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=82226"},"modified":"2025-04-30T18:05:33","modified_gmt":"2025-04-30T12:35:33","slug":"experimentation-induces-learning-5-examples-that-are-proof","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/experimentation-induces-learning-5-examples-that-are-proof\/","title":{"rendered":"Experimentation Induces Learning: 5 Examples That Are Proof"},"content":{"rendered":"\n

Have you ever played an outdoor sport? <\/p>\n\n\n\n

If yes, then you will agree that training is a very important component of outdoor sports. The training simulates the real scenarios of the game to identify shortcomings and make improvements. Yet, its benefits extend beyond mere performance enhancement, as it also facilitates learning in areas such as nutrition and psychology, ultimately leading to an overall improvement in one’s sportsmanship.<\/p>\n\n\n\n

Similarly, conducting online experiments is like training your digital property. It not only enhances your conversion rate but also provides valuable opportunities to gain insights into various facets of the digital landscape, resulting in the overall growth and development of your company.<\/p>\n\n\n\n

Don\u2019t believe it? <\/p>\n\n\n\n

In this blog, we have aggregated five real-life examples to showcase how experimentation induces learning related to various aspects impacting your visitors\u2019 digital experience like content, conversion funnels, experimentation approach<\/a>, and design. <\/p>\n\n\n\n

Let\u2019s begin.<\/p>\n\n\n\n

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\"Feature<\/figure>\n<\/figure>\n\n\n\n

1. Dell Technologies <\/h2>\n\n\n\n

Dell Technologies, a technology giant, places significant emphasis on experimentation. The company’s commitment to this practice is exemplified by CEO Michael Dell’s occasional communication with the Digital Analytics team regarding ongoing tests. Experimentation has not only made a positive contribution to the multi-billion dollar revenue, but it also has induced some learnings for the company. <\/p>\n\n\n\n

In one of the fireside chats with VWO, Narayan Keshavan, Head of the Design Analytics Team<\/a>, shared his insights. The following learnings helped them improve their whole experimentation cycle and approach.<\/p>\n\n\n\n

a. Don\u2019t follow experimentation trends blindly <\/strong><\/h3>\n\n\n\n

In one of their experiments for the website in China, the team at Dell tried to add a promo banner in the Navigation bar, a trend followed by a leading eCommerce website in China. But for Dell, the conversion rates dropped by adding a banner.<\/p>\n\n\n\n

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\"VWO<\/figure>\n<\/div>
Image source: VWO webinar (UX analytics and experimentation for eCommerce growth)<\/figcaption><\/figure>\n\n\n\n

They learned that a trend should be followed carefully as every website is unique, and the user experience analysis should preside over each experiment.<\/p>\n\n\n\n

b. Keep a neutral eye on an experimentation idea <\/h3>\n\n\n\n

The Dell Technologies team found that it\u2019s natural to expect a lift in conversion rate from variations. But, the foundation of the whole effort is to run an experiment and not prove something. Thus, the optimization team must have a neutral approach toward each idea. It helps negate biases while running the experiment and post-analysis of the data.<\/p>\n\n\n\n

c. Don\u2019t fall for testing myopia <\/h3>\n\n\n\n

Testing myopia is a term used by the Dell Technologies team, which means you are so focused on improving a metric that you forget the effect on other metrics. <\/p>\n\n\n\n

Let’s say you aim to enhance the Click-Through Rate (CTR) of the primary Call-To-Action (CTA) button<\/a> on one of your landing pages. You conduct tests using captivating banners and observe a surge in the CTR of the primary CTA. While this experiment may seem successful based on this one metric alone, a deeper analysis reveals that the bounce rate has increased due to a decrease in website speed caused by the banner’s size.\u00a0As a result, even though the conversion rate has improved<\/a> from people who engage, many visitors are leaving the site without engaging because the page takes too long to load. <\/p>\n\n\n\n

Therefore, it’s crucial to take a holistic approach to experimentation and analysis instead of obsessing over a single metric.<\/p>\n\n\n\n

Watch the complete webinar:<\/strong><\/p>\n\n\n\n

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