{"id":110344,"date":"2025-03-02T13:07:15","date_gmt":"2025-03-02T21:07:15","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&#038;p=110344"},"modified":"2025-03-03T10:23:39","modified_gmt":"2025-03-03T18:23:39","slug":"test-and-learn-vs-launch-and-learn","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/test-and-learn-vs-launch-and-learn\/","title":{"rendered":"Is \u201cTest and Learn\u201d or \u201cLaunch and Learn\u201d Better?\u00a0"},"content":{"rendered":"\n<p>If you\u2019ve worked in SaaS or digital media for a while, you\u2019re likely privy to the long debate between \u201ctest and learn\u201d and \u201claunch and learn.\u201d<\/p>\n\n\n\n<p>A hot topic in the 2010s, it argues the merits of shipping fast against the merits of validating pre-launch. Over time, it\u2019s been argued under different names like \u201ctest everything\u201d or \u201cfounder-led growth.\u201d But it all boils down to the same question: Is it better to validate before or after launching?<\/p>\n\n\n\n<p>Every so often, it\u2019s worth revisiting these hotly debated topics to ground ourselves (and our products) in strategic decision-making.<\/p>\n\n\n\n<p>We have much more data, knowledge, and tech than when the debate started. So, let\u2019s take a look at where the \u201ctest and learn\u201d vs \u201claunch and learn\u201d stands and how to make your own decision on which approach is best.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-defining-test-and-learn-and-launch-and-learn\">Defining \u201ctest and learn\u201d and \u201claunch and learn\u201d<\/h2>\n\n\n\n<p>First, full transparency. We\u2019re big advocates for a \u201c<a href=\"https:\/\/thegood.com\/insights\/implementing-test-and-learn-experimentation-culture\/\" target=\"_blank\" rel=\"noreferrer noopener\">test and learn<\/a>\u201d culture.<\/p>\n\n\n\n<p>As one of the first players in conversion rate optimization, The Good coined many strategies that support experimentation-led growth. We wholeheartedly believe that all ideas are hypotheses to be tested.<\/p>\n\n\n\n<p>However, we also understand that everything has nuance, and there is no one-size-fits-all approach to product optimization. Each method has merits, depending on the business context.<\/p>\n\n\n\n<p>Here\u2019s how \u201ctest and learn\u201d and \u201claunch and learn\u201d stack up in an apples-to-apples comparison.<\/p>\n\n\n\n<div class=\"wp-block-stackable-columns stk-block-columns stk-block stk-c842da9 reusable-block-2-column good-question-block\" data-block-id=\"c842da9\"><style>.stk-c842da9 {max-width:1500px !important;min-width:auto !important;margin-top:30px !important;margin-bottom:30px !important;}.stk-c842da9-column{max-width:941px !important;min-width:auto !important;}@media screen and (max-width: 767px){.stk-c842da9 {--stk-col-order-1:2 !important;--stk-col-order-2:1 !important;}}<\/style><div class=\"stk-row stk-inner-blocks stk-block-content stk-content-align stk-c842da9-column\">\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-8993c44 horizontal-form-container\" data-v=\"4\" data-block-id=\"8993c44\"><style>.stk-8993c44-container{margin-top:0px !important;margin-right:0px !important;margin-bottom:0px !important;margin-left:0px !important;background-color:#c3ddf0 !important;border-top-left-radius:12px !important;border-top-right-radius:12px !important;border-bottom-right-radius:12px !important;border-bottom-left-radius:12px !important;overflow:hidden !important;max-width:701px !important;min-width:auto !important;padding-top:40px !important;padding-right:35px !important;padding-bottom:40px !important;padding-left:35px !important;}.stk-8993c44 {margin-top:0px !important;}.stk-8993c44-container:before{background-color:#c3ddf0 !important;}@media screen and (max-width: 1023px){.stk-8993c44-container{padding-bottom:60px !important;}}@media screen and (max-width: 767px){.stk-8993c44-container{padding-bottom:60px !important;}}<\/style><style class=\"stk-custom-css\">.stk-8993c44 figure{margin:0 !important}<\/style><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-8993c44-container stk-hover-parent\"><div class=\"stk-block-content stk-inner-blocks stk-8993c44-inner-blocks\">\n<div class=\"wp-block-stackable-heading stk-block-heading stk-block-heading--v2 stk-block stk-791f1b3\" id=\"span-style-color-0277-c-0-class-stk-highlight-enjoying-this-article-span\" data-block-id=\"791f1b3\"><style>.stk-791f1b3 {margin-bottom:12px !important;}.stk-791f1b3 .stk-block-heading__text{font-size:36px !important;color:#ffffff !important;}@media screen and (max-width: 1023px){.stk-791f1b3 .stk-block-heading__text{font-size:36px !important;}}@media screen and (max-width: 767px){.stk-791f1b3 .stk-block-heading__text{font-size:24px !important;}}<\/style><h3 class=\"stk-block-heading__text has-text-color has-text-align-center\"><span style=\"color: #0277c0;\" class=\"stk-highlight\">Enjoying this article?<\/span><\/h3><\/div>\n\n\n\n<div class=\"wp-block-stackable-text stk-block-text stk-block stk-30f99ae\" data-block-id=\"30f99ae\"><style>.stk-30f99ae {margin-bottom:20px !important;}.stk-30f99ae .stk-block-text__text{color:#ffffff !important;}<\/style><p class=\"stk-block-text__text has-text-color has-text-align-center\"><span style=\"color: #000000;\" class=\"stk-highlight\">Subscribe to our newsletter, Good Question, to get insights like this sent straight to your inbox.<\/span><\/p><\/div>\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 5834619,\n\t\t\t\t\t\t\t\t\tformId: \"64ede74e-e88f-44c7-996f-78859799755a\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1768300840000-3629528546\",\n\t\t\t\t\t\t\t\t\tregion: \"na2\",\n\t\t\t\t\t\t\t\t\tcssRequired: \".submitted-message { overflow: auto; } .hs-form-88422a7d-0355-4f27-b674-4b9fcc71560c, .hs-form-ac90f61a-a614-4bcd-b57a-18cd0e91ceff { color: #fff }\",\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1768300840000-3629528546\"><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-test-and-learn\">Test and learn<\/h3>\n\n\n\n<p><strong>Definition<\/strong>: Test and Learn is an iterative approach focused on experimentation, where hypotheses are tested through small-scale trials before broader implementation. It emphasizes data collection and analysis to inform decisions.<\/p>\n\n\n\n<p><strong>Methodology:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Establish clear hypotheses before testing.<\/li>\n\n\n\n<li>Conducts controlled experiments (e.g., A\/B testing) to evaluate specific variables.<\/li>\n\n\n\n<li>Utilizes metrics to assess performance against predefined KPIs.<\/li>\n<\/ul>\n\n\n\n<p><strong>Objectives:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Minimize risk by validating ideas before full-scale rollout.<\/li>\n\n\n\n<li>Foster innovation through iterative learning, allowing teams to pivot based on results.<\/li>\n\n\n\n<li>Provide insights into customer behavior and preferences.<\/li>\n\n\n\n<li>Refine products or marketing strategies based on empirical data.<\/li>\n\n\n\n<li>Encourage a culture of continuous improvement and adaptation based on feedback.<\/li>\n<\/ul>\n\n\n\n<p><strong>Challenges:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Time-consuming nature of extensive testing cycles.<\/li>\n\n\n\n<li>Potential for analysis paralysis if not managed properly.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-launch-and-learn\">Launch and learn<\/h3>\n\n\n\n<p><strong>Definition: <\/strong>Launch and Learn focuses on quickly deploying products or features to the market, with the understanding that adjustments will be made based on real-world user feedback post-launch.<\/p>\n\n\n\n<p><strong>Methodology:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Rapidly launch new offerings.<\/li>\n\n\n\n<li>Implement a feedback loop to continuously gather user input post-launch.<\/li>\n\n\n\n<li>Leverage insights to inform subsequent iterations.<\/li>\n<\/ul>\n\n\n\n<p><strong>Objectives:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Accelerate time-to-market for new products or features.<\/li>\n\n\n\n<li>Gather immediate insights from actual users.<\/li>\n\n\n\n<li>Get faster identification of market needs based on user experience.<\/li>\n\n\n\n<li>Flexibility to pivot based on immediate user reactions.<\/li>\n<\/ul>\n\n\n\n<p><strong>Challenges<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Difficulty in managing customer expectations post-launch.<\/li>\n\n\n\n<li>Risks potential negative user experiences.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Aspect<\/strong><\/td><td><strong>Test and Learn<\/strong><\/td><td><strong>Launch and Learn<\/strong><\/td><\/tr><tr><td>Approach<\/td><td>Iterative experimentation<\/td><td>Rapid deployment<\/td><\/tr><tr><td>Focus<\/td><td>Data-driven decision-making<\/td><td>Real-world feedback<\/td><\/tr><tr><td>Risk Management<\/td><td>Minimizes risk through controlled tests and careful validation<\/td><td>Accepts risk with quick market entry<\/td><\/tr><tr><td>Feedback Timing<\/td><td>Pre-launch and post-launch insights<\/td><td>Post-launch insights only<\/td><\/tr><tr><td>Innovation Style<\/td><td>Encourages confidence and constant refinement<\/td><td>Promotes fast iteration based on user response<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-4-considerations-when-picking-the-right-approach-for-your-product\">4 considerations when picking the right approach for your product<\/h2>\n\n\n\n<p>So, which one is better?<\/p>\n\n\n\n<p>As with most things in optimization (and the world), the answer is \u201cit depends.\u201d<\/p>\n\n\n\n<p>While there is no blanket approach to experimentation, there are some important considerations that can help guide your decision.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-stage-of-growth\">1. Stage of growth<\/h3>\n\n\n\n<p>Whether you choose a \u201ctest and learn\u201d or \u201claunch and learn\u201d approach often depends on your company size and resource availability. Let your stage of growth be the primary guide for which experimentation approach you use.<\/p>\n\n\n\n<p>For companies looking to find product-market fit, a \u201claunch and learn\u201d approach is often executed to get fast, real-time feedback. But to take your business from product-market fit to scale, it\u2019s crucial to move past <a href=\"https:\/\/thegood.com\/insights\/product-led-growth-best-practices\/\" target=\"_blank\" rel=\"noreferrer noopener\">product-led growth best practices<\/a> and take a \u201ctest and learn\u201d approach.<\/p>\n\n\n\n<p>When you are just starting to implement PLG practices, you may rely on hunches or best guesses. But as you grow, experimentation should happen pre-launch.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-risk-level\">2. Risk level<\/h3>\n\n\n\n<p>Another consideration when picking an experimentation strategy is the level of risk associated with the changes or launch.<\/p>\n\n\n\n<p>For example, if you\u2019re working on a feature or journey that impacts the core user experience, you should always \u201ctest and learn\u201d prior to launch. It would be a pretty big risk to \u201claunch and learn\u201d something broken in the core product experience and suddenly see your churn rate skyrocket.<\/p>\n\n\n\n<p>However, if you\u2019re launching a fix for a feature that is already broken, finding a quick, usable solution is more important than adhering to a strict \u201ctest and learn\u201d approach.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-confidence-level\">3. Confidence level<\/h3>\n\n\n\n<p>Product management leader <a href=\"https:\/\/www.linkedin.com\/pulse\/my-product-management-toolkit-34-launch-learn-marc-abraham\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marc Abraham advocates for a confidence check<\/a> before launch to understand how much or little testing is needed.<\/p>\n\n\n\n<p>He outlines the confidence levels as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cHigh Confidence: Our confidence in the upcoming release is high because we tested it thoroughly internally, have launched a similar product or feature before, or if there\u2019s an issue the fallout will be small.<\/li>\n\n\n\n<li>Low Confidence: Our confidence in the upcoming release is low because we haven\u2019t fully tested it, it\u2019s based on new technology, or creates a totally new user experience.\u201d<\/li>\n<\/ul>\n\n\n\n<p>These are great guidelines for getting started. And if you are still unsure, you can perform what <a href=\"https:\/\/thegood.com\/insights\/human-centered-product-management\/\" target=\"_blank\" rel=\"noreferrer noopener\">Emma Leyden<\/a> calls a \u201cgut check.\u201d<\/p>\n\n\n\n<p>\u201cYour \u2018gut check\u2019 can be done in low-effort ways. It won\u2019t give you the most confident answer, but something as simple as showing a design to friends and family before you launch can teach you a lot.\u201d<\/p>\n\n\n\n<p>While product intuition is important, remember we all have our biases. Sometimes, it\u2019s hard to see our products from different perspectives, which is why testing or validating your ideas prior to launch is essential.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-product-nature\">4. Product nature<\/h3>\n\n\n\n<p>Build it, and they will come!<\/p>\n\n\n\n<p>That\u2019s the motto of many \u201claunch and learn\u201d advocates, and rightfully so. If there is no product built in the first place, there is nothing to learn about.<\/p>\n\n\n\n<p>But that\u2019s only true if what you\u2019re launching is simple and functional.<\/p>\n\n\n\n<p>The complexity (or simplicity) of the product\/feature can be a major consideration when deciding on your experimentation approach. Complex, high-investment products should use \u201ctest and learn\u201d to validate the user experience and also support your investments pre-launch.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-whatever-you-choose-make-sure-you-learn\">Whatever you choose, make sure you learn<\/h2>\n\n\n\n<p>While we&#8217;re champions of \u201ctest and learn,\u201d we know that time-crunched growth leaders don&#8217;t always have that luxury. The most important takeaway is to <strong>never launch and leave<\/strong>.<\/p>\n\n\n\n<p>Regardless of the approach, the goal should always be to learn. Collect and analyze both quantitative and qualitative data and use those insights to iterate.<\/p>\n\n\n\n<p>Abraham says, \u201cI view releasing something without learning from it as a cardinal sin. It\u2019s very important to continuously learn from real users and actual usage (or not) about your key hypotheses.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-experiment-led-growth\">Experiment-led growth<\/h2>\n\n\n\n<p>If you\u2019re ready to move from product-market fit to scale and would like to improve your experiment-led growth practices, <a href=\"https:\/\/thegood.com\/contact\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Good<\/a> can help.<\/p>\n\n\n\n<p>We build a culture of experimentation within SaaS companies and spur growth through better UX across the product lifecycle.<\/p>\n\n\n\n<p>Our methodologies discover untapped opportunities and improve KPIs, including registration, activation, engagement, monetization, expansion, and win-back.<\/p>\n\n\n\n<div class=\"wp-block-ugb-container ugb-container cta-button ugb-e894df8 ugb-container--v2 ugb-container--design-image2 ugb-container--collapse-on-mobile 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.ugb-container__image{height:300px !important}}.ugb-e894df8 > .ugb-inner-block > .ugb-block-content > *{justify-content:center !important}@media screen and (min-width:768px){.ugb-e894df8 > .ugb-inner-block > .ugb-block-content > .ugb-container__wrapper > .ugb-container__side{padding-top:8% !important;padding-bottom:8% !important;padding-right:8% !important;padding-left:8% !important}}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-container__wrapper ugb-e894df8-wrapper\"><div class=\"ugb-container__image\"><\/div><div class=\"ugb-container__side\"><div class=\"ugb-container__content-wrapper ugb-e894df8-content-wrapper\">\n<h5 class=\"wp-block-heading\" id=\"h-find-out-what-stands-between-your-company-and-digital-excellence-with-a-custom-5-factors-scorecard\"><span style=\"color: #ffffff;\" class=\"ugb-highlight\">Find out what stands between your company and digital excellence with a custom 5-Factors Scorecard\u2122<\/span>.<\/h5>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-main-blue-background-color has-text-color has-background no-border-radius wp-element-button\" href=\"https:\/\/thegood.com\/5factors\/\" target=\"_blank\" rel=\"noreferrer noopener\">GET YOUR SCORECARD<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"author":44,"featured_media":110346,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","wpcf-summary":["We\u2019re revisiting the hotly debated \"test and learn\" versus \"launch and learn\" to help you decide which approach is best for your product strategy."]},"insight-category":[10072],"insight-tag":[10195,7004,10162,7125,10346],"class_list":["post-110344","insights","type-insights","status-publish","format-standard","has-post-thumbnail","hentry","insight-category-optimization-strategy","insight-tag-experimentation","insight-tag-marketing","insight-tag-saas","insight-tag-testing","insight-tag-validate-design-decisions"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-scaled.jpg",2560,1707,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-150x150.jpg",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-300x200.jpg",300,200,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-768x512.jpg",768,512,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-1024x683.jpg",1024,683,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-1536x1024.jpg",1536,1024,true],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-2048x1365.jpg",2048,1365,true],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-380x215.jpg",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-760x430.jpg",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-600x400.jpg",600,400,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-113x75.jpg",113,75,true],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-scaled.jpg",300,200,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-scaled.jpg",400,267,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-scaled.jpg",600,400,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-24x24.jpg",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-48x48.jpg",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-96x96.jpg",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-150x150.jpg",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-canvastudio-3194521-300x300.jpg",300,300,true]},"post_excerpt_stackable_v2":"<p>If you\u2019ve worked in SaaS or digital media for a while, you\u2019re likely privy to the long debate between \u201ctest and learn\u201d and \u201claunch and learn.\u201d A hot topic in the 2010s, it argues the merits of shipping fast against the merits of validating pre-launch. Over time, it\u2019s been argued under different names like \u201ctest everything\u201d or \u201cfounder-led growth.\u201d But it all boils down to the same question: Is it better to validate before or after launching? Every so often, it\u2019s worth revisiting these hotly debated topics to ground ourselves (and our products) in strategic decision-making. We have much more&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"Katie Encabo","url":"https:\/\/thegood.com\/author\/katie-encabo\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is \u201cTest and Learn\u201d or \u201cLaunch and Learn\u201d Better?\u00a0 - The Good<\/title>\n<meta name=\"description\" content=\"Explore the &quot;test and learn&quot; vs&quot; launch and learn&quot; debate to determine which approach is best for your product strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thegood.com\/insights\/test-and-learn-vs-launch-and-learn\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is 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