If you validate all experiments by macro metrics (conversions, average check, signups, searches, etc.), then you can miss valuable insights. Not every change in your product can be described by a “big” metric that shows the success of your business. This article is based on our own experience working on some projects in the past.
Let’s imagine that we decided to test our website search. We decided to make changes in the algorithm which shows search suggestions to users when they start typing the search query. This change is not too noticeable for the users.