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what not to test

Ethics guardrails

Forbidden experiment zones: fear, dependence, privacy, vulnerable topics, and false promises.

Some tests must not run even if they might raise conversion.

Rollback rulesPricing tests

forbidden claim scan

Every variant passes the forbidden claims list.

Forbidden copy must not be tested as a 'temporary variant'.

privacy boundary

Event payload does not store private question, third-party name, or full scroll text.

Analytics must not become someone else's diary.

dependency risk

The test does not encourage repeated readings from fear.

Retention through anxiety is forbidden.

Write the hypothesis

Formula: if we change X for audience Y, metric Z will move because a specific friction disappears.

  • There is one main changed element.
  • There is one primary metric and one guardrail metric.
  • There is a pre-written decision after the test.

Launch quietly

Start with a small traffic share or one segment, especially when testing payment, email, trust, or beginners.

  • The test can be turned off without deploy chaos.
  • Events are logged without private questions or scroll text.
  • Support knows what changed.

Read the result

Do not declare a winner from one day. Check device split, traffic source, complaints, refunds, and behavior quality after payment.

  • The result is compared with baseline.
  • The guardrail did not worsen.
  • The outcome is written into the experiment log.

experiment cards

  • Do not test urgency copy about fate, love, health, court, immigration, or money.
  • Do not test hiding free options or disclaimers.
  • Do not test reading third-party secrets as a premium feature.

rollback rules

  • Any privacy or forbidden-claim issue stops the test immediately.
  • If support says users feel pressured, pause and rewrite before continuing.

output

  • Ethics approval note before launch.
  • Updated forbidden claims entry if a new risk phrase is discovered.

red flags

  • Variant B sounds more profitable because it is scarier.
  • The test hides boundaries to make the product feel more powerful.
  • A vulnerable user could read the page as instruction, diagnosis, or guarantee.

related doors

AnalyticsWhere to inspect events, funnels, and launch signals.Content governanceHow to turn experiment findings into site edits.Support opsWhich complaints, refunds, and emails should stop a test.TrustHonesty boundaries that growth must not cross.