# Experiments

Experiments is your A/B testing tracker. It turns "let's try this and see" into a structured loop with variants, success metrics, time windows, and recorded learnings.

### Anatomy of an experiment

* **Name** — short, recognizable label
* **Description** — what you're actually testing and why
* **Variant A (control)** — your current/standard approach
* **Variant B (test)** — the new thing you're trying
* **Success metric** — what tells you it worked (engagement rate, replies, click-through, follows)
* **Window (hours)** — how long the test runs before judging
* **Platform** — X, IG, or FB
* **Status** — draft → running → completed (or cancelled)
* **Learnings** — what you concluded after it ran

### Workflow

1. Click **New Experiment**
2. Fill out the form (you can also have it pre-filled from [Competitor Analysis](/thecontentforge-docs/feature-guides/competitor-analysis.md) — see below)
3. Save as draft, then click **Start** when the test is live
4. After the window closes, click **Complete** and record the learning
5. Use the learning to inform Brand Voice, Patterns thinking, and future experiments

### Pre-fill from Competitor Analysis

In Competitor Analysis you can click **Create Experiment** on any insight. The Experiments page will open with the form pre-filled — name, description, Variant B, and an impact badge — and a banner reminding you to fill in Variant A (your control) and a success metric before saving.

### Tips

* Test one variable at a time. If you change format AND topic AND time-of-day, you've learned nothing
* Pick a window long enough to be meaningful but short enough to act on (24–72 hours is typical for X)
* Always record learnings — even "no difference" is a useful result


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