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CRO weekly #22 - How to estimate a “Net Value” for your A/B testing program

Good morning, In my experience, I find that teams and organizations report many winning A/B tests wit
CRO weekly #22 - How to estimate a “Net Value” for your A/B testing program
By Tom van den Berg • Issue #22 • View online
Good morning,
In my experience, I find that teams and organizations report many winning A/B tests with high uplifts, but somehow they don’t seem to bring those uplifts in reality. How come?
Five types of A/B test “wins” can exaggerate discovered uplifts. (Use the acronym “de FACTO”):
  • False winners
  • Anti-winners
  • Changing winners
  • Tricked winners
  • Overestimated winners.
Do you experience the same in your organization?
Furthermore in this newsletter:
  • Free Feature Flags and controlled rollouts in Optimizely
  • Amazon culture of innovation
  • Handbook: Design. Think. Make. Break. Repeat.
  • “Hamel Hell” - Talk from Stéphane Hamel @ Superweek (video).
Have a nice week!
Cheers,
Tom

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Tom van den Berg

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