To fuel sustained business growth through CRO, your experiment strategy must combine both iterative and innovative approaches. Iterative testing drives incremental improvements of existing features, uncovering quick wins while being cost-effective and scalable. Innovative experiments tackle core user hindi directory problems, explore new opportunities, and create transformative changes that keep you ahead of the competition. Though they demand greater investment and collaboration, they deliver deeper insights and can redefine the user journey.
For greater chances of success both iterative and innovative experiments should be based on insights-driven hypotheses. That said, it can pay off to be brave and launch a test based on a hunch or a competitor example. The important thing is to document the results so the insights can fuel future experiments.
Ultimately, a well-rounded CRO program isn't about choosing between iteration and innovation— it's about leveraging both to build experiences that delight customers, deliver ROI for customers, and propel our business forward.