Fabian Hans of Cogniteer on why deep dives beat mass produced tests
Blog post from GrowthBook
The recent episode of The Experimentation Edge podcast features Fabian Hans, founder of Cogniteer, who discusses the challenges and nuances of running effective experimentation programs. Hans, drawing on his background in behavioral psychology, emphasizes that while increasing the volume of experiments is easy, gaining meaningful insights from them is much more challenging. He critiques the common practice of mass-produced tests, highlighting that they can lead to a superficial win rate without deeper understanding. Hans's experience shows that most e-commerce issues, like high drop-off rates, are structural rather than company-specific, often due to a mismatch between the product and the online shopping channel. He advocates for tailoring the user interface to match different buyer needs, such as providing more context to new users while maintaining a streamlined experience for returning customers. Ultimately, Hans argues that the key to a successful experimentation program is not just about having the right tools but fostering a deep understanding of user behavior to design experiments that yield genuine insights, thereby turning experimentation into a compounding growth mechanism.
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