A/B Testing Mistakes

I love to learn from other peoples mistakes when it comes to analytics.  Here is a great post by Lance Kidwell on A/B Testings.

Key concepts:

  • Improperly segmenting traffic
  • Misunderstanding Randomness
  • Mixing Experiment Factors
  • Data Dredging
  • Comparing the results of different and unrelated experiments
  • Inconsistent or Unimportant Metrics
  • Naive Analysis of Results
  • Substituting Testing For Creativity and Common Sense
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