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by Adverblessly
632 days ago
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Obviously it depends on the exact test you are running, but a factor that is frequently ignored in A/B testing is that often one arm of the experiment is the existing state vs. another arm that is some novel state, and such novelty can itself have an effect. E.g. it doesn't really matter if this widget is blue or green, but changing it from one color to the other temporarily increases user attention to it, until they are again used to the new color. Users don't actually prefer your new flow for X over the old one, but because it is new they are trying it out, etc. |
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