Are Most Winning A/B Test Results Misleading? (Kerry Butters)

A recent report by Martin Goodson of Qubit (a conversion optimization startup) asserted that Most Winning A/B Test Results Are Illusory, due, for the most part, to such tests being badly executed. According to the author, this is something that can lead not only to the ‘needless modification of websites’, but also in some cases can do damage to a company’s profitability. (sitepoint.com)