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content-experimentation-best-practices

content-experimentation-best-practices

github.com/sanity-ioMarketing & growth1943.9k installsUpdated 1d ago
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About content-experimentation-best-practices

A reference skill for planning, running, and interpreting content experiments to improve conversion, engagement, and user experience. It covers experiment design, statistical methods, CMS integration, and common pitfalls.

Key features

  1. 01A/B and multivariate testing concepts
  2. 02Hypothesis, metric, and sample-size planning
  3. 03Statistical and Bayesian methods
  4. 04CMS variant integration approaches
  5. 05Common experiment pitfalls

Use cases

  1. 01Planning content variants and test metrics
  2. 02Evaluating experiment results
  3. 03Integrating testing with a CMS
  4. 04Reviewing experiments for design or statistical pitfalls

Install

Copy the command and run it in a terminal.

$npx skills add https://github.com/sanity-io/agent-toolkit --skill content-experimentation-best-practices

After installing, type/content-experimentation-best-practicesin Claude Code to confirm it loaded.

Bundled files

References and scripts installed along with SKILL.md.

references/
cms-integration.md
common-pitfalls.md
experiment-design.md
statistical-foundations.md

Details

From the project README

Content Experimentation Best Practices

Principles and patterns for running effective content experiments to improve conversion rates, engagement, and user experience.

When to Apply

Reference these guidelines when:

  • Setting up A/B or multivariate testing infrastructure
  • Designing experiments for content changes
  • Analyzing and interpreting test results
  • Building CMS integrations for experimentation
  • Deciding what to test and how

Core Concepts

A/B Testing

Comparing two variants (A vs B) to determine which performs better.

Multivariate Testing

Testing multiple variables simultaneously to find optimal combinations.

Statistical Significance

The confidence level that results aren't due to random chance.

Experimentation Culture

Making decisions based on data rather than opinions (HiPPO avoidance).

References

Start with the reference that matches the current problem, such as design, statistics, CMS integration, or pitfalls. See references/ for detailed guidance:

  • references/experiment-design.md — Hypothesis framework, metrics, sample size, and what to test
  • references/statistical-foundations.md — p-values, confidence intervals, power analysis, Bayesian methods
  • references/cms-integration.md — CMS-managed variants, field-level variants, external platforms
  • references/common-pitfalls.md — 17 common mistakes across statistics, design, execution, and interpretation

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