Think you know experimentation? Think again.

Most marketers believe best-in-class web experiences are straightforward. But the truth is, sometimes conventional wisdom leads to missed opportunities.

In this session, Amplitude and DoWhatWorks will reveal the hidden rules that separate average tests from transformative experiments. You’ll learn why assuming what users want often fails in the real world, how to spot flawed conclusions before they harm your win rates, and the counterintuitive practices that drive sustained business impact.

Whether you’re running your first test or scaling an enterprise experimentation program, this session will help you say goodbye to guesswork and hello to reliable, high-impact growth.