How T o Do A/B Testing Right A guide for Product, eComm, and anyone creating digital customer experiencesIntroduction A/B testing is a wonderful tool. There are few better techniques for optimizing your site and driving more conversions. We have the scientific method to thank for this: instead of changing things based on gut, or making decisions based on who is loudest or most senior, A/B testing—when done right—gives you verifiable, quantifiable information about how users interact with your site. In our experience, however, lots of companies miss the opportunity to extract the full value from their A/B tests. Some teams waste energy by testing the wrong things. Some end up with misleading results because they don’t follow best practices while testing. Others miss what is perhaps t

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