This guide from Amplitude and DoWhatWorks reveals how to design impactful A/B tests by avoiding common pitfalls like insignificant or unfocused multivariate changes. It introduces the Unified Variable Set (UVS), a method for aligning test variables to a single objective, ensuring both insight and impact. Drawing from over 20,000 tests, it identifies high-performing strategies such as simplifying pricing, clarifying CTAs, using low-commitment language, and visualizing content or product experience. Backed by BetScores, these tactics can improve conversion rates. Amplitude’s no-code experimentation platform helps marketers quickly apply these proven strategies.

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