Discover how iterative A/B testing empowers you to refine new products and features. It can be underwhelming and expensive to invest weeks of engineering effort in what appears to be a solid hypothesis, only to discover no statistically significant performance improvement. In practice, A/B test results are not always as black and white as ship or not ship. In this session, we will delve into strategies for extracting valuable insights even from disappointing A/B test results. Furthermore, we will explore how to leverage A/B testing as a powerful tool to guide product iteration and refinement, ultimately leading to successful and impactful releases. This will be illustrated with a real-world case study on Google SPA authentication.
Technical level: High Level/overview
Session Length: 40 minutes
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