A/B testing allows marketers to determine whether their audience prefers version A of something or version B, and thankfully, it’s easy to do. However, it seems so easy that marketers sometimes don’t realize they’ve invalidated their results, missed out on golden opportunities, or—worst of all—confidently come to the wrong conclusions.
The truth is that A/B testing is only powerful if done right, and that means avoiding the many pitfalls that can undermine your testing. Here are 5 pitfalls to avoid:
- Misunderstanding whether you’re testing to learn or testing to win
- Misunderstanding whether you’re testing to find a new local maximum or global maximum
- Only testing one-time campaigns
- Choosing a victory metric that’s not aligned with your campaign’s goal
- Failing to verify your winners
For a full discussion of each of those A/B testing mistakes…