Suggested Speakers
Thoughtful A/B and Other Testing: How to Ask the Right Questions in A/B Tests and Other Feedback Mechanisms
Session Description
The partnership between editorial and engineering is key to a successful A/B test. Though it’s easy to leap into an A/B test, when you start digging into the results you may find that the audience might not be the one you sought and the KPIs might not really measure the indicators you needed to test. A/B tests, surveys, and other testing tools are critical for getting user feedback, but thoughtful product development requires asking the right questions before you get started. In this workshop, we’ll use case studies to walk through the difference between quantitative and qualitative data, when you need one or the other and how to test them (e.g., A/B testing vs. surveys), and deciding what your real KPIs are. We’ll also discuss how to carefully design the parameters of your test, how to think ahead and identify what roadblocks may exist, such as how different platforms or device traffic can throw off your test results.
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