A/B testing is an effective approach to use science to design and deliver deeply-frustrating user experiences.
A/B testing without upfront research is just random monkeys testing random designs to see which of those designs do “best” against random criteria.
If drug testing was actually implemented like most A/B tests, you’d give 2 drugs to 2 groups of people and pick the “winner” by whichever group had fewer deaths.
A big issue is the A/B test zealots confuse conversion rate optimization with delivering great user experiences.
There are excellent reasons that users don’t desire to “convert.” CRO doesn’t think those experiences are important to the business.
There are excellent reasons that users don’t desire to “convert.” CRO doesn’t think those experiences are important to the business.
