A/B Testing and RCTs 101

ab_rcts_660w_101

I have a love/hate relationship with A/B testing. On one hand, I love it because it is the tool that allows me to say that something we changed caused some behaviour. This is pure actionable power. The reason I hate it, on the other hand, it’s because the expression “A/B Test” is a symbol of how badly treated these tests are. I have nothing against A/B Testing and I believe there’s a lot of bad A/B Testing. Continue reading