Goals Are Nothing But Outcomes We Want
One of the main points made in my free course, “No Guesswork: Advanced A/B Testing & Conversion Rate Optimization” is that the whole point of A/B testing is about improving your decision-making. Yes, of course increasing sales is the reason why you do it, but a single test only increases sales in the short run, in the sense that only that single test increases your sales. Ultimately, what you really want to use testing for is to improve your overall decision-making, so that you always make the ideal decision that gets you the result you want.
I created the graphic above when thinking about how decisions are what ultimately lead us to success or failure. Decisions have outcomes, negative or positive, and success happens when they are often positive, whereas failure happens when they are often negative. A/B testing is a method to try multiple decisions instead of just one decision, in order to see which decision gives the ideal outcome.
Goals are simply outcomes that we want to happen, and in order to get there, you need to make the right decisions.
