Video · 22 min

The Real Reason Most A/B Tests Don't Move Conversions

Andrew Capland Free Advanced

The Real Reason Most A/B Tests Don't Move Conversions

Written for exactly your situation: a busy team, plenty of tests, a flat number. Capland argues the failure is upstream of the test itself, in what you chose to test and who you tested it on, which is the diagnosis this question is asking for.

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The question it answers

  1. Activation has been flat for three quarters despite a lot of experiments. How do I diagnose that as a leader?

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