You Can’t A/B Test Your Way to Greatness

A/B testing is an awesome tool, but has severe limitations

First things first: I love A/B testing. For those unfamiliar with the method, A/B testing involves changing a product (or packaging, messaging, pricing…) and then measuring how that changed version performs (in terms of some measurable KPIs) in comparison to the original version (the “control”)…

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Jens-Fabian Goetzmann

Jens-Fabian Goetzmann

Head of Product at RevenueCat; previously at 8fit, Yammer, BCG.