Prove that a search change makes better choices.
More clicks are not automatically better results. An experiment links hypothesis, target group and quality metrics to commercial outcomes.
Formulate one hypothesis
Describe which search group is being improved, what change is being made and what behavior is expected.
Capture a baseline
Measure current CTR, conversion, zero-result searches, reformulations and relevant guardrails before the change starts.
Protect exact matches
A semantic or commercial enhancement should not damage SKUs, brands, and other critical queries.
Segment the analysis
View query type, device, store and market separately when the change can work out differently.
Use sufficient duration
Avoid conclusions based on a few orders. Take into account weekly patterns, campaigns and stock.
Check attribution quality
An experiment can only be judged on conversion when tracking and store separation are stable.
Document the decision
Explain why the change is being rolled out, modified or reversed.