Approve the test brief before you build the variant
Lock one hypothesis, the commercial threshold, feasibility inputs, guardrails, and decision rules before an experiment starts.
Skip this if Stores without enough eligible traffic or a clean way to assign shoppers consistently between variants
Do not approve a storefront experiment from a variant mockup. Approve it from a brief that makes one commercial decision testable before implementation begins.
Microsoft’s experimentation guidance starts with a simple hypothesis and metrics capable of evaluating it.[1] The brief below turns that principle into an ecommerce work order. It is not a statistical design; it is what makes one possible to commission or compute.
The rest of this lesson is available once the Atlas is unlocked.