8. On Results

Create a clear message

Now that you have a thorough understanding of your experiment results, it’s time to share them with others. The real challenge and opportunity is how you interpret data from your tests into insights for your optimization efforts. Experiment results that are unnecessarily complicated lead to inaction. It’s crucial that you translate what you’ve learnt from the experiment into a clear, actionable outcome. Here we’ll look at how to create a clear message to share with others and affect change.


Key to creating a clear message is a consistent approach to communicating the results of your experiments. In Chapter 1, “On Experimenting,” we described three goals: improve, protect, and make no difference. In ...

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