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Think You Know What Works? A/B Testing Will Humble You
- A/B testing, also known as split testing, involves comparing multiple versions of something to determine performance.
- Users are randomly split into groups, with one group seeing the original version (control) and the other the new version (variant).
- The test measures performance against specific goals like clicks, conversions, retention, or time-on-page.
- A/B testing replaces opinions with evidence, making it a powerful tool for decision-making.
- Despite its effectiveness, A/B testing has limitations and may not always provide perfect results.
- Several big companies have experienced surprising outcomes through A/B testing.
- The primary benefit of A/B testing lies in realizing how much is unknown until testing different versions.
- A/B testing serves as a humbling reminder of our limited knowledge until we experiment with different options.
- Confidence in design should be backed by testing to let users' preferences guide decisions.
- The process of A/B testing helps in continuous learning and improvement.
- The next time one feels certain about a design, message, or flow, testing it is advised to allow user feedback to reveal surprises.
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