From the course: Chief Technology Officer Career Guide
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A/B and multivariate testing
From the course: Chief Technology Officer Career Guide
A/B and multivariate testing
- [Instructor] Analytics can tell us a lot about our apps and their effectiveness, whether we're getting more sales or sign-ups and how users are using them. But what they won't tell us, is how to fix their problems. And that is where testing comes in. Let's first look at the old way. We'll use our food subscription service business scenario. Let's say we want to improve our conversions when people come to subscription screen for the first time. What we used to do, was guess what might work, implement it and then check analytics to see if our numbers improved. But this creates a problem, maybe the numbers improve for unrelated reasons, for example, maybe your marketing department started using better targeting for their ads, so you're simply getting users who are more inclined to buy. Put it a more scientific manner, we had no control variable. So the better way to do this is through testing. A/B testing is the simplest form of testing. It involves changing a single element or single…
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