Bilotti: What’s important is that you have to go into each of those projects or campaigns with a hypothesis: “We believe, if we make this change on the website, it can result in this many more signups per month.”
Bilotti: What’s important is that you have to go into each of those projects or campaigns with a hypothesis: “We believe, if we make this change on the website, it can result in this many more signups per month.” You set the win condition at the beginning, and you set that based on historical data and perceived potential. Then you can actually just know if the thing works based on if it fulfilled what you believed.