Why most A/B tests answer the wrong question

Most A/B tests are built around a single question: does this button color convert better? The problem is that the answer rarely tells you what to do next. A winning variant gives you a number, not a strategy.

Better experiments start with a decision. What choice are we trying to make? Are we validating a customer segment, a value proposition, or a channel? When the hypothesis is tied to a business decision, the result becomes actionable regardless of which variant wins.

Start each test by writing the decision first, then the metric, then the variant. If you cannot name the decision that the experiment will change, you are not running an experiment — you are collecting trivia.