The Surprising Benefits of Failure
The second goal is to reinforce the culture of failing―and learning―fast. Failure is the byproduct of good testing. “Our test success rate is about 10%,” says Jesse Nichols, head of web and app analytics and growth at Nest. “But we learn something from all our tests.”
.. An experiment gone wrong doesn’t have to mean someone goofed. In a culture of growth, it should mean that you tried something new, measured the results, and learned that the change didn’t help the bottom line. If your tests are always successful, you’re probably not testing often enough or aggressively enough.
.. “If you view your optimization program as a strategic method for learning about your customers and prospects—for truly understanding their mindset—rather than a tactical tweaking program, you can take a broader perspective and find the gains in every test.”