Champion versus Challenger

There is a myth that Experimentation or A/B testing is only useful for small, incremental changes, and that we are only here to mine for winners. This is not true. Whether we're trying to optimize the total visitors to an application or the value of the code we just deployed - if we take the time to understand and learn, then we stand to gain more than we lose. In the next 10 minutes, we’ll explore 4 key fundamentals to effective experiment design.