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W H AT A C T U A L LY H A P P E N E D
launched new feature
Oprah put my book in her book club
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A B A B A B A B A B A B A B A B
W H AT A C T U A L LY H A P P E N E D
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A B A B A B A B A B A B A B A B
started my a/b test
Oprah put my book in her book club
W E H AV E O U R T H E O R I E S B U T O F T E N I T ’ S T O U G H T O E S TA B L I S H C A U S A L I T Y.
I F Y O U R E F I N E A 💩 E X P E R I E N C E V I A A / B T E S T I N G , Y O U E N D U P W I T H A R E F I N E D
💩 E X P E R I E N C E
A / B T E S T S• DO
• Verify hypothesis
• Indicate positive directions to go in
• Identify areas of consumer sensitivity
• Identify the key metrics you’re tracking (revenue versus sign-ups)
• DON’T
• Create your hypothesis after you have run the test
• Introduce your bias
• Assume that A/B testing will give you answers
D O N ’ T B E S H O R T- S I G H T E D
• Some tests may indicate positive short-term results but hide long-term wins.
• e.g. SEO win versus monetization win
A D V I C E ?
• Simpler is almost always better
• Faster
• Less options and less choices
• Less friction
• Make choices you know most users will make; allow other users the escape hatch*
A / B T E S T I N G H A R D PA R T S
• Be willing to throw work out
• Be willing to do ideas and features you don’t like
• Realize your consumers will tell you one thing but act another way
• Be willing to ignore the indication of the results
K E E P I N G Y O U W AT C H I N G H O U S E O F C A R D S ?
• We A/B test everything at Netflix. Every button, every layout, every algorithm, every color. It’s all A/B tested to be the least friction possible.
• That keeps the interface intuitive and out of the way between you Frank Underwood’s hostile Washington DC takeover.
H O W D O I A / B T E S T ?
• Open Source
• PlanOut (Facebook)
• SixPack (SeatGeek)
• Abba (Stripe)
• Proctor (Indeed)