Continuous Experimentation

Continuous experimentation is a process where organizations constantly test and evaluate different ideas, solutions, or approaches to improve their products or services. By systematically running small, ongoing tests—such as changes to a website, features, or marketing strategies—they gather real-time data to see what works best. This iterative cycle allows companies to make informed decisions, reduce risks, and enhance user experience effectively. Essentially, it’s an ongoing way to learn and adapt quickly, ensuring improvements are based on evidence rather than assumptions, leading to more successful outcomes over time.