This guide explores why most B2C retail A/B tests fail and how to design impactful ones using Unified Variable Sets (UVS), where all variables support a single, clear objective. Common pitfalls include insignificant changes and overly complex multivariate tests. Successful strategies include clarifying CTAs to guide user action, simplifying pricing to reduce cognitive load, and using personalized cross-sells for relevance. Backed by over 20,000 experiments, the findings show that combining behavioral insights with Amplitude’s no-code testing platform enables marketers to run high-impact experiments and improve conversion rates.

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