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Don’t trust intuition!

Practical Guide to Controlled Experiments on the Web: Listen to Your Customers not to the HiPPO


  • Run A/A tests — make sure the variation you are seeing isn’t just natural variation
  • Beware Coupon Codes — too prominent and people abandon shopping carts to go look for that discount code
  • Two step feedback requests result in better feedback than the stars and the textarea presented all at once.
  • Need to experiment across every user to get meaningful data
  • Multiple experiments rarely interact — so run multiple experiments (even on same page)
  • Drilldown on data — could discover that one browser is having a javascript bug

Posted in amplafi, marketing, starting a company.

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