Quantitative Value Testing Techniques

Unlocking Insights: Mastering Quantitative Value Testing Techniques for Product Success

 While qualitative testing is all about fast learning and big insights, quantitative techniques focus on collecting evidence. We gather data that can range from statistically significant results to useful usage evidence, helping us make informed decisions about our product.

The Role of Live-Data Prototypes

Live-data prototypes are pivotal in product discovery. They expose certain use cases to a limited group of users, allowing us to collect actual usage data. The technique selected depends on traffic volume, time availability, and risk tolerance.

Key Techniques for Quantitative Value Testing

A/B Testing

The gold standard for quantitative testing is the A/B test. The beauty of A/B tests lies in their ability to yield predictive data without the user knowing which version of the product they're seeing. This makes the data highly reliable.

However, it's important to distinguish between discovery A/B testing and optimization A/B testing. While optimization tests experiment with surface-level changes like button colors or calls to action, discovery A/B testing involves showing the current product to 99% of users and the live-data prototype to only 1% or fewer. This minimizes risk and allows for close monitoring of the test.

Invite-Only Testing

When traffic is low or the company is risk-averse, invite-only testing is an effective alternative. By inviting a select group of users to try an experimental version, we gather useful data from early adopters. Although the data isn't as predictive as a blind A/B test, it provides valuable insights into actual user interactions with the live-data prototype.

Often, invite-only tests reveal that users aren’t engaging with the new version as expected. While quantitative tests tell us that something isn't working, they don't explain why. This is where qualitative follow-up tests come into play, helping us understand the underlying reasons behind the lack of user engagement.

Customer Discovery Program

For business-focused products, a variation of the invite-only test is utilizing the customer discovery program. These are companies that have opted in to test new versions and have a close relationship with us, making follow-up easy.

In this approach, we frequently update the live-data prototype for these customers and compare their usage data with that of broader customers. This technique is particularly useful for collecting actual usage data and gaining deeper insights into how businesses interact with the product.

Combining Quantitative and Qualitative Techniques

Quantitative value testing provides the evidence needed to make informed decisions, but it’s often complemented by qualitative techniques to understand the "why" behind the data. By integrating both approaches, we can rapidly iterate on our product ideas, ensuring they meet user needs and expectations.

Conclusion

Quantitative value testing is essential for collecting evidence and validating product ideas. Techniques like A/B testing, invite-only testing, and leveraging a customer discovery program provide valuable data that guide product development. When combined with qualitative insights, these techniques help create products that truly resonate with users. Embrace these methods to unlock deeper understanding and drive your product’s success.