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Joe Keenan
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Takeaway Tips
Keller and Nemann wrapped up their presentations with some tips for the other retailers in the audience on how they can best leverage A/B testing:
- Front-end testing (e.g., placement of a button) typically requires less development effort than testing business rules (e.g., product recommendation rules).
- Look at industry benchmark data to get insight before testing.
- Run your tests for a minimum of two weeks to four weeks to get statistically valid results.
- Failed tests shouldn't be considered failures.
- Design tests with a purpose, but optimize for multiple paths.
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