Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing

experimentation plan required a more holistic approach that considered how hypotheses informed each other, the sites on which they were run, goals and metrics linked to business outcomes, projected sample sizes, implementation steps, and so on. Most of all, a good plan allowed for iterations and led to the exploration and optimization of much bolde

For online offers, controlled A/B tests let you assess click-through and conversion rates on different behavioral pricing tactics. They give you statistically significant data on the options with the best outcomes. But you must set up these tests correctly, which includes clearly defining your control and test cases. You must also divide the sample

Taking advantage of the huge number of digital touch points, design choices, and business decisions is simply overwhelming without access to large-scale testing.