6 In-Product Experiment Types for Continuous Discovery (& How to Run Them Effectively)

In-product experiments involve continually testing hypotheses to validate or reject product development ideas and initiatives. They enable product teams to improve products and features—and ultimately the user experience—with real insights and data on what users want. User data and insights are an integral part of in-product experiments. Continuous product discovery is the process of consistently researching user needs and UX issues in order to identify problems and experiment with ways to solve them. It is key for making informed product decisions. Effective product experimentation requires you to bake the process into everything your product team does, establishing a culture of product experimentation in your organization. This involves continuous identification of opportunities for optimization, establishing processes and infrastructure, creating clear hypotheses, defining success metrics, assigning roles within the team, and monitoring results iteratively. There are various types of in-product experiments such as A/B testing, multivariate testing, usability testing, click tracking, fake door testing, and beta testing that can be used to conduct product experiments for better decision making and driving product growth faster.