Most experiments fail. But probably not because they are just bad ideas - there are six absolutely, fundamentally, must-have steps to any proper experiment. They are:

1. Build a hypothesis
2. Make sure to have a control
3. Write down your variant(s)
4. Know how to measure your test
5. Track your results
6. Kill, Scale, or Hold Steady

And yes, there are things worse than failure. You can get a false positive and build something based on bad data. Or, you get a false negative, and give up on something that could have been great.

Let's do a deep dive on this topic in this video!