Crocs, Aritzia Use A/B Testing to Optimize E-Commerce Businesses

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.