The Deceptively Simple A/B Testing Mistake Quietly Killing Your Conversion Rates

20 May 2014

I wrote a guest post, The Deceptively Simple A/B Testing Mistake Quietly Killing Your Conversion Rates, for Unbounce illustrating how marketers can easily misuse split tests and optimize in the wrong direction. Effective testing programs incorporate segmentation, base rates, and revenue in their analysis and evaluation steps.