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20NTC Session Proposal

A/B Testing: Mistakes Everyone Makes (and How to Avoid Them)


Between the two of us, we’ve seen nearly everything that can go wrong in an A/B test go wrong. Many of these failures resulted in our greatest learnings about how to A/B testing correctly. Let us share with you what to look out for so you don’t have to make some of these mistakes yourself! During this 30 minute session, we will touch on what makes a good test hypothesis, controlling variables, audience size and composition, and evaluating test results — with examples along the way of real live tests gone wrong and explanations of what could have saved them.

Learning Outcomes

  • Draft better A/B testing plans
  • Create better A/B testing audiences
  • Analyze A/B testing results with more confidence

Target Audience

Those who have been A/B testing emails, online forms, SMS, or other assets for less than a year

Additional Speakers

Karen Hopper, Senior Data Strategist at M+R