Prerequisites[ Edited ]
October 2016 - last edited October 2016
Decide what to test
Before you can create your first experiment, you need something to test on. Rather than randomly testing items on your homepage or adapting your checkout flow, start small. Test the text on an important call-to-action (CTA), change the color of a button you want users to click, or try removing extraneous fields from a form.
Get more idea starters from the Example experiments board.
Create a hypothesis
Next, you need a hypothesis. A hypothesis is an educated guess that you'll validate or invalidate with experimentation. Think of it as the effect that you think a change will have. For example:
"If I change the color of the 'buy now' button, revenue will increase by x."