Steph Le Prevost on LinkedIn:

 

"Do you give up on testing when you see a loser? If so, maybe you should re-think.

We looked back at our database of tests with a clear research question in mind: Does iterating on a winner or loser result in a higher win rate? We found that iterations on losers have a higher win rate than iterating on a winner, so don't ignore your losers.

Losing experiments are SO important for any programme;

1) They show us what didn't work, so using analysis at the end of the test we can uncover what might turn this from a loser to a winner.

2) They show why it's important to experiment. Every loser should be seen as a win because you have saved money, time and effort by testing something rather than just rolling it out.

Thomas Edison once said
"I have not failed. I've just found 10,000 ways that won't work. Waste is worse than loss."

So embrace your losers, learn from them, iterate on them and don't be afraid to lose. "