Testing Email Can Be Misleading (How to Avoid Bad Decisions)

by Brian Massey
I’m fond of saying that AB testing, or split testing, is the “Supreme Court” of data collection. An AB test gives us the most reliable information about a change to our site. It controls for a number of variables that can taint our data. Things change over time. You might make a change to your site at the same time that a competitor runs a sale.Read the full article