The Experimentation Balance Sheet | GrowthBook Blog | Growthbook Blog

Geoffrey Bell, an experimentation product specialist at Ford Credit, emphasizes the importance of rigorous testing before implementing new features, as illustrated by an experiment involving a vehicle selector on Ford Credit's online prequalification form. Initially, the hypothesis was that allowing prospective buyers to choose their desired vehicle early in the process would increase completion rates, but the test revealed the opposite, with completion rates declining. This outcome highlighted the value of experimentation in preventing costly mistakes and underscored the need for strategic placement of features. By repositioning the vehicle selector to appear after prequalification, Ford Credit achieved better results, demonstrating that timing and context are crucial in the customer journey. Bell advocates for a balanced approach to experimentation, where both the gains from successful tests and the savings from avoided poor implementations are considered, reinforcing the notion that a prevented error is as valuable as a successful outcome. This approach not only builds credibility but also aligns customer behavior insights with business metrics, ultimately enhancing decision-making and driving meaningful revenue impact.