Why A/B testing can do more harm than good
&
How to make better decisions

A/B tests are significantly more decisive when conversion instead of engagement is the focus. But this is easier said than done as changing website functionalities based on A/B test results alone can sometimes do more harm than good.

In our white paper we would like to share with you our recommendations on A/B testing – based on the extensive experience we gained while adding new personalisation features to our clients websites. 

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