What is Experimentation?

Experimentation, in a general sense, refers to the process of systematically testing a hypothesis or idea to gain empirical evidence. In technology and business, it often involves A/B testing, multivariate testing, or other methods to compare different versions of a product, feature, marketing campaign, or website design to determine which performs best according to specific metrics (e.g., conversion rate, user engagement, revenue). The goal is to make data-driven decisions to optimize performance and improve outcomes.