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Why generic tools can’t replace purpose-built experimentation software
Airtable and Notion are excellent for many things. Experiment tracking isn’t one of them. They don’t understand the experiment lifecycle, statistical rigour, or iteration. Here’s when a generic tool works, and when you need something built for CRO programmes.
When Airtable (or Notion) works
For light experiment logging, a simple backlog, or a team that only runs a handful of tests a year, Airtable can be enough. You get flexibility, nice views, and integrations you already use. If you don’t need Bayesian analysis, iteration chains, or structured decision documentation, a well-designed base can work. The limit shows up when the programme grows.
Where generic tools fall short
Experimentation programmes have a specific lifecycle and a need for rigour. Generic tools weren’t built for that.
- Lifecycle: Research to hypothesis to experiment to result to decision. Airtable can represent it, but it doesn’t enforce it or guide you. You build and maintain the structure yourself.
- Statistical analysis: No built-in Bayesian analysis, stopping rules, or uncertainty. You’d need to add another tool or build it in. Experiment OS bakes it in so you can’t p-hack or declare winners too early.
- Iteration chains: “What we tried, what we learned, and what we did next” is first-class in Experiment OS. In Airtable it’s links and formulas you design yourself, and they break when people skip steps.
- Revenue and ROI: Finance-ready revenue modelling with conservative adjustments isn’t something you want to build in a base. We built it for decision-time impact and programme-level reporting.
Quick comparison
| Feature | Airtable | Experiment OS |
|---|---|---|
| Experiment lifecycle (research to hypothesis to test to decision) | ||
| Bayesian statistical analysis | ||
| Iteration chains (what you tried, what you learned, what you did next) | ||
| Revenue modelling at decision time | ||
| Stopping rules, uncertainty, no p-hacking | ||
| Flexible bases for anything | ||
| Rich embeds, custom views, no-code automations | ||
| Setup time | Weeks to design and build | Minutes |
When you need a specialist
If you’re running a proper CRO programme (multiple tests, research feeding hypotheses, decisions that need to be documented, and leadership asking for ROI), a purpose-built tool saves time and reduces errors. Experiment OS understands the workflow, enforces the structure, and gives you Bayesian analysis and revenue modelling without building them yourself. Airtable is great. It just doesn’t do this.