How do you improve your next experiment after a failure?

1 Identify the root cause

The first step is to identify the root cause of the failure. Was it a problem with the design, execution, or analysis of the experiment? Did you have a clear hypothesis, a valid sample size, a reliable measurement method, and a sound statistical test? Did you account for external factors, such as seasonality, competition, or changes in customer behavior? Did you interpret the data correctly and avoid biases or errors? By answering these questions, you can pinpoint where the failure occurred and what you need to fix.

2 Learn from the feedback

The second step is to learn from the feedback you received from the experiment. Feedback can come from different sources, such as your customers, your stakeholders, your peers, or your own observations. Feedback can help you understand what worked and what did not, what resonated and what repelled, what surprised and what confirmed your assumptions. Feedback can also reveal new insights, opportunities, or challenges that you might have overlooked or ignored. By listening to and analyzing the feedback, you can gain a deeper understanding of your market, your value proposition, and your goals.

3 Adjust your strategy

The third step is to adjust your strategy based on the feedback and the root cause analysis. You might need to refine your hypothesis, change your target audience, modify your value proposition, test a different variable, or use a different measurement method. You might also need to reconsider your objectives, your expectations, or your success criteria. You might even need to pivot your strategy entirely and explore a new direction. By adjusting your strategy, you can align your experiment with your market reality and your business needs.

4 Plan your next experiment

The fourth step is to plan your next experiment with the lessons learned from the previous one. You should follow a structured process to design, execute, and analyze your experiment, such as the scientific method or the lean startup cycle. You should also document your plan, including your hypothesis, your method, your data, your results, and your conclusions. You should also define your key performance indicators (KPIs), your minimum viable product (MVP), and your minimum detectable effect (MDE). By planning your next experiment, you can increase your chances of success and reduce your risks of failure.

5 Test and iterate

The final step is to test and iterate your experiment until you achieve your desired outcome. You should run your experiment in a controlled and consistent way, collecting and tracking your data accurately and objectively. You should also analyze your data using appropriate statistical tools and methods, such as confidence intervals, p-values, or Bayesian inference. You should also communicate your findings clearly and persuasively, using visualizations, stories, or recommendations. By testing and iterating your experiment, you can validate your hypothesis, optimize your value proposition, and deliver your results.