A/B Testing Plot Twists We Didn’t See Coming

The last turn of events you want in your A/B testing program is a M. Night Shyamalan-eque plot twist where a key measure plummets after an initial success. This is a common risk for most testing programs if you judge your test’s success by what you immediately want a visitor to do next. Do more of them do that next step? Excellent! Winner! Celebrations all around! But honestly ...Read the full article