Make Your A/B Testing More Effective and Efficient

Organizations should keep very close eyes on A/B tests while they are running. There are a lot of things that can go wrong, and teams make mistakes. It’s possible that you did something that's now introduced an error in your product or feature, but also it's possible that you influence a user behavior in a way that's really, really hurting you. For example, let’s say your test period is four weeks. Within just the first few days, if you aren’t monitoring your test, you may not notice that your order volume is going down significantly, and it will stay that way for the full duration of the test unless you catch it early. So, it's critical to monitor any test while it's running.

Whenever someone has a new idea, there is always a lot of excitement and urgency to jump into testing it right away, so spending some time in the planning phase may seem a little bit like a slowing you down, but it really does pay back dividends in the end. It’s important to invest time into  building a strong hypothesis because not having one just makes everything take longer and risks more since you can’t fully trust the integrity of the results. Both rushing the process and trying to measure against too many KPIs can derail any testing process and hurt overall business value.