#5-#6

Look for Biases & Get Rid of Them

Look for factors that could have impacted your test.

• Did you run a promotion?
• Was it during a traditionally busy/slow season in your industry?
• Did a competitor’s launch impact your tests?

Try to separate your results from those impacts. If you can’t, try rerunning the test.

Look at how your test was run. Did you randomize who saw which versions? Were both versions mobile-optimized?

Run Your A/B Tests Again

The goal is to continuously improve performance. Once you’ve completed a test & determined a winner (or determined there was none), test again.