A/B testing in startups has several benefits. It allows startups to make careful changes to their user experiences while collecting data on the results. This way, they can construct hypotheses, and to learn better why certain elements of their experiences impact user behavior. In another way, they can achieve a deeper understanding of their customers. Also, A/B testing can be used consistently to continually improve a given experience, improving a single goal like conversion rate over time.
The Startup Way — released in early-October 2017 — is the continuation of the award-winning The Lean...
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