You Can't A/B Test Your Way to Greatness – A/B testing is an awesome tool, but has severe limitations

from blog Jens-Fabian Goetzmann, | ↗ original
First things first: I love A/B testing. For those unfamiliar with the method, A/B testing involves changing a product (or packaging, messaging, pricing...) and then measuring how that changed version performs (in terms of some measurable KPIs) in…