# 10 Lessons Learned From Online Experiments

DevFeed: [10 Lessons Learned From Online Experiments](<https://devfeed.tech/articles/10-lessons-learned-from-online-experiments-1468.md>)

Original publisher: [Read original article](<https://shopify.engineering/lessons-learned-online-experiments>)

Author: Ian Whitestone

Published: 2021-06-17T18:15:21Z

Content type: article

Language: en

Sources: [Shopify Engineering](<https://devfeed.tech/sources/shopify-engineering.md>), [Shopify Engineering - Shopify Engineering](<https://devfeed.tech/sources/shopify-engineering-shopify-engineering.md>)

Topics: [experiments](<https://devfeed.tech/topics/experiments.md>), [dataset](<https://devfeed.tech/topics/dataset.md>), [User Experience](<https://devfeed.tech/topics/user-experience.md>)

Tags: [conversion](<https://devfeed.tech/tags/conversion.md>), [experiment](<https://devfeed.tech/tags/experiment.md>), [experiments](<https://devfeed.tech/tags/experiments.md>), [feature](<https://devfeed.tech/tags/feature.md>), [user-experience](<https://devfeed.tech/tags/user-experience.md>)

## AI overview

The article presents ten lessons from online controlled experiments. It emphasizes choosing independent randomization units, avoiding cross-exposure between test experiences, considering user experience, and using simulations to validate experiment designs and metrics.

## Source excerpt

10 hard-earned lessons from controlled experiment, considered the gold standard approach for determining the true effect of a change.