Chasing Velocity in A/B Testing: Why More Experiments Can Mean Less Learning | GrowthBook | Growthbook Blog
Blog post from GrowthBook
Experiment velocity, often used as a key performance indicator (KPI) in experimentation programs, can lead to a focus on quantity over quality, resulting in more tests but less valuable insights. While running frequent experiments may initially indicate a mature program, the emphasis on velocity alone can lead to trivial tests that yield superficial insights, ultimately hindering the learning process. The text argues that the real goal should be increasing the rate of meaningful learning by maintaining a balanced portfolio of easy, medium, and hard experiments, which provide deeper insights into user behavior and product performance. This approach prevents teams from optimizing for speed at the expense of valuable learning, ensuring that experimentation drives product and organizational growth. By reframing the focus from sheer velocity to the quality and impact of experiments, organizations can foster a culture that prioritizes understanding and strategic improvement over mere activity.
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