Marketers: How do you make sure your experiments follow an overall strategy rather than improve singular metrics? 📈

In reality, I'd argue that the majority of companies only run experiments because it is considered "good practice".

Acquisition Experiment: Let's put 500$ into Quora ads and see how many registrations we get.

Conversion: Let's embed an alternative CTA via Calendly on the pricing page

Activation: Trigger an automatic email if the registered user has not yet published his first draft

I have heard many of those examples and I am sure you have heard those too.

But from your experience, how do you actually make sure that experiments build upon each other with the goal of understanding a particular area better rather than running one-off tests that stand alone?