Selecting your experiment type

- There are several different types of experiments…you can run and if you run a lot of experiments,…you'll likely end up running each type at some point.…Each of the five types I'll show you…are suited for a specific purpose.…The most common type of test is an AB experiment…or more accurately, an ABN experiment…when there are more than two variations.…This is where you've simply created variations of a page…to test against a control page.…Now I split AB tests into two types,…variable cluster experiments and isolation experiments.…Variable cluster experiments are where you change…more than one thing within a single variation.…

With this type, even if you get a winner,…you won't know exactly which of the many changes…produced the biggest impact.…You don't learn as much from these tests,…but you have a chance to get a bigger impact…and a faster result because the changes you've made…are more dramatic.…With an isolation experiment in contrast,…your variation only makes one specific change…or hypothesis to test against another variation.…