Common Pitfalls in Setting up A/B Tests

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Identify common A/B testing pitfalls and learn to over come them.
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Despite being a statistical experiment, A/B testing is quite close to being a form of art. Its apparent simplicity is deceiving, as many variables should be taken into account. Being a professional in A/B testing requires seeing a big picture, which includes all aspects of the product subject to testing; technical issues that might affect different versions’ perception; real-life context of the experiment and many other factors that may have an unexpected influence on the test results. Moreover, understanding human nature and taking a critical approach to interpreting data no matter how good it looks at first sight is a must.