Digital experiments are tests that help marketers increase conversions by measuring impressions, clicks, conversions, images, text, headings, videos, designs, color schemes, interactive tools, forms, content design, themes, layouts, prototypes, product pages, etc. The most common digital experiments are A/B, Multivariate, Redirect, and Personalization tests. They encompass a wide spectrum of scientific methods that helps online marketers and CRO Experts to make informed and effective decisions to move forward with a digital strategy that is proven to work based on their initial experiment's hypothesis. It uses the scientific method but on a "digital" product and can help align users' goals and business objectives on the web system. You can break it down into steps: Observe, have specific questions, build a hypothesis, experiment, analyze results, and write your conclusions. Most importantly is to test regularly as digital marketing is scientific advertising.