How to build a lifecycle testing framework that actually drives revenue and results
How to run lifecycle tests that compound over time, protect your P&L, and create a culture of real learning.
Carlos Govantes
November 5, 2025
1 minutes
Most lifecycle teams should have a documented “Bible” of what works, but instead, they have a graveyard of old A/B tests. Everyone talks about experimentation, but few know how to do it well.
So I decided to consolidate my 15+ years of learning about experimentation, testing, and measurement into this post (I even included a copy of the actual testing framework I use so you can steal it for yourself).
