Great article by Luca!
1st Rule: You don’t talk about A/B Testing.
Don’t tell your visitors they are part of an A/B test. It would contaminate the test and would make them feel awkward. Try to hide the test as much as you can. If you have redirects or URL parameters showing up, make them not too obvious to the visitors.
2nd Rule: You DO NOT talk about A/B Testing.
Stop talking and start testing. Way too much time is spent discussing what to test and how to test and not enough time is actually spent testing stuff. Start small and iterate. Every minute without testing is a lost opportunity to learn something.
3rd Rule: If someone says “stop” or goes limp, taps out the test is over.
If you are testing on a large environment and someone reports an issue somehow related to your test, you stop it immediately. You fix the problem…
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