Is “Test and Learn” or “Launch and Learn” Better? 

If you’ve worked in SaaS or digital media for a while, you’re likely privy to the long debate between “test and learn” and “launch and learn.”

A hot topic in the 2010s, it argues the merits of shipping fast against the merits of validating pre-launch. Over time, it’s been argued under different names like “test everything” or “founder-led growth.” But it all boils down to the same question: Is it better to validate before or after launching?

Every so often, it’s worth revisiting these hotly debated topics to ground ourselves (and our products) in strategic decision-making.

We have much more data, knowledge, and tech than when the debate started. So, let’s take a look at where the “test and learn” vs “launch and learn” stands and how to make your own decision on which approach is best.

Defining “test and learn” and “launch and learn”

First, full transparency. We’re big advocates for a “test and learn” culture.

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.

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.

Here’s how “test and learn” and “launch and learn” stack up in an apples-to-apples comparison.

Test and learn

Definition: 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.

Methodology:

• Establish clear hypotheses before testing.
• Conducts controlled experiments (e.g., A/B testing) to evaluate specific variables.
• Utilizes metrics to assess performance against predefined KPIs.

Objectives:

• Minimize risk by validating ideas before full-scale rollout.
• Foster innovation through iterative learning, allowing teams to pivot based on results.
• Provide insights into customer behavior and preferences.
• Refine products or marketing strategies based on empirical data.
• Encourage a culture of continuous improvement and adaptation based on feedback.

Challenges:

• Time-consuming nature of extensive testing cycles.
• Potential for analysis paralysis if not managed properly.

Launch and learn

Definition: 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.

Methodology:

• Rapidly launch new offerings.
• Implement a feedback loop to continuously gather user input post-launch.
• Leverage insights to inform subsequent iterations.

Objectives:

• Accelerate time-to-market for new products or features.
• Gather immediate insights from actual users.
• Get faster identification of market needs based on user experience.
• Flexibility to pivot based on immediate user reactions.

Challenges

• Difficulty in managing customer expectations post-launch.
• Risks potential negative user experiences.

Aspect	Test and Learn	Launch and Learn
Approach	Iterative experimentation	Rapid deployment
Focus	Data-driven decision-making	Real-world feedback
Risk Management	Minimizes risk through controlled tests and careful validation	Accepts risk with quick market entry
Feedback Timing	Pre-launch and post-launch insights	Post-launch insights only
Innovation Style	Encourages confidence and constant refinement	Promotes fast iteration based on user response

4 considerations when picking the right approach for your product

So, which one is better?

As with most things in optimization (and the world), the answer is “it depends.”

While there is no blanket approach to experimentation, there are some important considerations that can help guide your decision.

1. Stage of growth

Whether you choose a “test and learn” or “launch and learn” 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.

For companies looking to find product-market fit, a “launch and learn” approach is often executed to get fast, real-time feedback. But to take your business from product-market fit to scale, it’s crucial to move past product-led growth best practices and take a “test and learn” approach.

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.

2. Risk level

Another consideration when picking an experimentation strategy is the level of risk associated with the changes or launch.

For example, if you’re working on a feature or journey that impacts the core user experience, you should always “test and learn” prior to launch. It would be a pretty big risk to “launch and learn” something broken in the core product experience and suddenly see your churn rate skyrocket.

However, if you’re launching a fix for a feature that is already broken, finding a quick, usable solution is more important than adhering to a strict “test and learn” approach.

3. Confidence level

Product management leader Marc Abraham advocates for a confidence check before launch to understand how much or little testing is needed.

He outlines the confidence levels as:

• “High 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’s an issue the fallout will be small.
• Low Confidence: Our confidence in the upcoming release is low because we haven’t fully tested it, it’s based on new technology, or creates a totally new user experience.”

These are great guidelines for getting started. And if you are still unsure, you can perform what Emma Leyden calls a “gut check.”

“Your ‘gut check’ can be done in low-effort ways. It won’t 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.”

While product intuition is important, remember we all have our biases. Sometimes, it’s hard to see our products from different perspectives, which is why testing or validating your ideas prior to launch is essential.

4. Product nature

Build it, and they will come!

That’s the motto of many “launch and learn” advocates, and rightfully so. If there is no product built in the first place, there is nothing to learn about.

But that’s only true if what you’re launching is simple and functional.

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 “test and learn” to validate the user experience and also support your investments pre-launch.

Whatever you choose, make sure you learn

While we’re champions of “test and learn,” we know that time-crunched growth leaders don’t always have that luxury. The most important takeaway is to never launch and leave.

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.

Abraham says, “I view releasing something without learning from it as a cardinal sin. It’s very important to continuously learn from real users and actual usage (or not) about your key hypotheses.”

Experiment-led growth

If you’re ready to move from product-market fit to scale and would like to improve your experiment-led growth practices, The Good can help.

We build a culture of experimentation within SaaS companies and spur growth through better UX across the product lifecycle.

Our methodologies discover untapped opportunities and improve KPIs, including registration, activation, engagement, monetization, expansion, and win-back.