TESTING: When A/B Tests Attack (your results)
JANUARY 3, 2018
In yesterday’s post we talked about when A/B tests show results, but all that’s really there is noise. Today, we’ll flip that on its head: sometimes an A/B test shows no result, but there’s an important finding just below the surface. An example of this is a great study by Karlan and Wood looking at whether emotion or education was a more potent factor in mail appeals. Insights that a one-size-fits-all testing outlook would miss.