Ayalla Barazany, VP of Product at Complex Media, explains why good hypotheses are the backbone of a solid experimentation culture: “I think testing and creating a culture where you can test and have a hypothesis and to find that something didn't work, is important for us. And it's important as a whole for testing so that you can understand better things that are important and things that aren't important. And really, we've run some tests where we were able to identify components or aspects of the experience that are just not that important and aren't gonna impact a user's willingness to click on something. That's also really important to help us and form future developments.”
Even in the case of a “failed” experiment, where their perceptions about what would be important to a visitor were wrong, Complex Media knew that because they’d based their experimentation on a hypothesis rather than on a “let’s see what this does” approach, they were still able to draw solid conclusions from the experiment and directly apply that information to their business. With a solid hypothesis, if your experiment comes back a loser, you may have just saved yourself the cost of implementing that approach, and your results can lead into a new direction that could be much more profitable.