'''Test and Learnlearn''' is a set of practices followed by retailers, banks and other consumer-focused companies to test ideas in a small number of locations or customers to predict impact. The process is often designed to answer three questions about any tested program before rollout:
# What impact will the program have on key performance indicators if executed across the network or customer base?
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== Historical context ==
Test and Learnlearn has been systematically applied as far back as 1988 by [[Capital One]]. Capital One has been aggressive about testing since the firm was founded, testing everything from product design to marketing to customer selection to collection policies.<ref name="hbr">{{Cite news|url=https://hbr.org/2009/02/how-to-design-smart-business-experiments|title=How to Design Smart Business Experiments|last=Davenport|first=Thomas H.|date=February 2009|newspaper=[[Harvard Business Review]]|author-link=Thomas H. Davenport}}</ref> In a single year, the company performs tens of thousands of tests, allowing it to offer thousands of different types of credit cards to customers, based on the knowledge gained from their tests. Richard Fairbank, [[CEO]] of Capital One, called test and learn "a marketing revolution that can be applied to many businesses".<ref>{{cite web
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* Test and Learnlearn is also methodically used online to test impact of various web page layouts on user behavior. Tools such as [[Google]] Website Analyzer provide every site with the ability to test various elements and their effect on user engagement.
