Transforming Experimentation Insights Into Actionable Outcomes

Running experiments, tracking outcomes, and making tweaks based on what you learn are important for entire organisations that want to deliver a top-tier user experience. But, despite widespread adoption, a critical gap persists: reporting. All too often, the results are locked behind walls of metrics or are so granular that their organisational impact goes unnoticed at leadership level. That’s where ABsmartly’s Decisions Report steps in; it’s designed to bridge these gaps by making the value and outcome of experimentation clear, accessible, and actionable for everyone, from product managers to C-level executives.

Experimentation Insights Lost in Translation

Traditional experimentation reports, like our own Velocity Report, often focus on the number of experiments run, technical stats, velocity metrics, or statistical significance. And while these are useful for analysts and practitioners deep in the trenches, they can be overwhelming and, frankly, uninspiring for leadership or other teams that simply want to know: What did we learn? What decisions did we make? How did experimentation make a difference?

The why? and what now? of experiments gets lost in technical jargon or spreadsheets, which means that experimentation ends up siloed and underleveraged. Recognising this pain point, ABsmartly has launched our new Decisions Report, a unique feature built not just for experimentation specialists but also for those most invested in the outcomes: product leadership, stakeholders, business sponsors, and anyone with an interest in organisational learning.

The ABsmartly Decisions Report

The Decisions Report distils complex experimentation outcomes into easy-to-understand, actionable summaries. This focus on clearly defined, meaningful outcomes truly makes this tool powerful.

The decisions report tracks three primary types of outcomes for every experiment. 

• Full On: which means that an experiment led to a new feature or product change being successfully adopted, demonstrating clear value for users or customers

• Keep Current: In these cases, running the experiment confirmed that the existing solution was the best option, so no changes were made

• Abort: This is used when an experiment is stopped early, whether due to technical difficulties, a shift in strategic priorities, or other unforeseen reasons

Concentrating on these three outcomes, the Decisions Report helps users visualise both the experimentation journey and the actual results. This gives an overview of how experimentation is used to drive better informed decisions

Key Features of the Decision Report

One of the most valuable aspects of the Decision Report is that it aggregates decisions over time, allowing users to easily view yearly or quarterly trends. This bird's-eye view makes it clear how experimentation is driving change and improvement in an organisation. The tool also features an intuitive decision timeline. Users can quickly browse through decisions filtered by type, such as whether experiments resulted in the adoption of a new feature, maintaining the current approach, or aborting an initiative. You can also filter the timeline by specific time periods, which makes it much simpler to drill down into individual changes and understand the reasoning behind each decision.

The tool focuses on summarising outcomes and detailing the rationale for adopting any changes. While the supporting data is readily available for those interested, the reports focus on the reasoning behind each decision. This balance ensures that leaders and decision-makers get clarity without being overwhelmed, while data-savvy users can still access the deeper analytics they need.

The reports generated by the Decisions Report are designed to be easily digestible for all audiences. Whether viewed by product leadership, executives, cross-functional teams, or others outside the experimentation core, the insights are presented clearly. This inclusivity makes experimentation transparent, encourages collaboration, and accelerates the translation of experimentation into actionable business value.

Bringing Experimentation into the Sunlight

The ultimate aim of the Decisions Report is to promote transparency, champion organisational learning, and foster a culture in which experimentation is understood and celebrated across the business.

As Christophe Perrin, Head of Product at ABsmartly, says, “Experimentation shouldn't be hidden in the bushes. It's something that should be very, very clear to anybody working at a company. Everyone in the organisation should understand that we experiment, how we experiment, and how we make decisions based on that."

For executives, product leads, or other stakeholders, the endless detail of experiment velocity and statistical confidence often adds noise, not clarity. The Decisions Report distils the entire experimentation program into tangible business outcomes: what was tried, what was learned, and what changed as a result. This enables higher-ups to confidently support and invest in experimentation programs, knowing that the team is not just “running tests,” but that those tests are shaping business directions and delivering ROI.

Fueling Collaboration and Knowledge Sharing

As organisations scale, multiple teams or departments may be running experiments simultaneously. Without centralised reporting, silos form, learnings are duplicated, and insights are lost. ABsmartly’s tool ensures everyone, from engineers to marketers, can see and learn from company-wide experimentation. What worked? What didn’t? Now, anyone can find out with just a few clicks, transforming the tool into a living, searchable repository of organisational knowledge.

Another frequent challenge is poor documentation: teams run experiments but often don’t record their hypotheses, rationales, or lessons learned fully. ABsmartly’s tool reminds users to capture this information, making reflection and iteration integral to the experimentation process. Over time, this learning loop compounds, driving smarter, more evidence-based decisions with every experiment run. Cross-functional teams reap rewards by gaining visibility into what other groups have already tested or learned, which reduces duplicated efforts and fosters more effective collaboration. 

For larger businesses with multiple teams or business units, the ability to see experimentation activity across the entire organisation becomes crucial for coordinating progress and establishing best practices. Finally, any team striving to embed documentation and continuous improvement into its culture will find ABsmartly’s focus on capturing and sharing learning invaluable. It turns experimentation into a living, evolving resource rather than a collection of isolated tests.

Beyond Numbers to Organisational Learning

ABsmartly’s vision for experimentation is simple but bold: experimentation should be celebrated, not hidden; insight should fuel action, not get lost in a sea of metrics. The Decisions Report isn’t just a collection of graphs—it’s the missing link between testing and transformation.

With this feature, ABsmartly is not only setting a new standard for reporting but redefining what it means for an experimentation platform to add value. By putting decisions and learnings front and centre, we empower everyone in your organisation to see, understand, and build on what’s been tried before.

Are you ready to take your experimentation program out of the shadows and into the spotlight? Find out how ABsmartly’s Decisions Reports can bring transparency, insight, and organisation-wide learning to your business. Contact us today for a demo or to learn how ABsmartly can help your team turn testing into confident, evidence-based action.