No matter what data you’ve gathered about your customers’ preferences and behaviors, they only tell you about past history, not how they will react to new products, interfaces, user flows or campaigns. Relying on past experience and intuition simply isn’t enough in today’s business climate. Experimentation platforms are a must-have, allowing faster, more focused innovation with more control and greater insight.
Without experimentation, companies can’t innovate; they can only guess. Today’s experimentation platforms provide a convenient and safe way to test hypotheses in production, with real users and measurable results, replacing internal opinions and disputes with actual behavioral data.
