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A non-technical look at A/B testing, based on Dan Siroker & Pete Koomen's book, A / B Testing, The Most Powerful Way to Turn Clicks Into Customers. 

Perhaps the two most important points:

  1. Make sure you are testing a clear hypothesis. For example., "Will adding a photo to the landing page increase donations earned per page view?" is better than "Will making a change to a page result in more visitors?"
  2. Wait until your results are statistically significant until declaring a winner. If you don't have statistically significant results, rework your hypothesis and try again.

Click on picture to zoom in

References

Dan Siroker, Pete Koomen (2015). A / B Testing, The Most Powerful Way to Turn Clicks Into Customers.

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