What are the defining principles, tenets, commandments
of effective experimentation?

We've distilled over 10 years of experience in conversion
optimisation and experimentation down to a handful of
principles that address every common mistake, every
common misconception and misinterpretation of what
good experimentation looks like. We've created a set of principles that, if followed, should enable anyone to
establish experimentation as a framework for tackling
any and all problems their organisation faces.

of Experimentation

Download your own copy
of our Experimentation
and use them
to enable effective
experimentation in your

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