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Software startups develop innovative, software-intensive products or services. Such innovativeness translates into uncertainty regarding a matching need for a product from potential customers, representing a possible determinant reason for startup failure. Research has shown that experimentation, an approach based on the use of experiments to guide several aspects of software development, could improve these companies’ success rate by fostering the evaluation of assumptions about customers’ needs before developing a full-fledged product. Nevertheless, software startups are not using experimentation as expected. In this study, we investigated the reasons behind such a mismatch between theory and practice. To achieve it, we performed a qualitative survey study of 106 failed software startups. We built the eXperimentation Progression model (XPro), demonstrating that the effective adoption and …