Design of great digital systems and products must be driven by data and not simple intuition or plain non-validated assumptions. Online experiments is a standard process and most of the widely-known and successful companies do it.
Fortunately you don’t have to be a scientist to design and run an online experiment for your product. Experimentation is an approach for problem solving: You begin with an idea, then move on to identify the key underlying building blocks of the idea and make a hypothesis and then eventually test the hypothesis.
TheUXProdigy offers a hands-on interactive course on the setup of online experiments and A/B testing as a method to improve the design and user experience of digital systems.