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darkmighty
on Feb 24, 2014
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Most Winning A/B Test Results are Illusory [pdf]
There are also some complex problems with assumptions that are infrequently addressed, e.g. maybe if a regular user sees a structural/cosmetic change he is more likely to look at that and click it, while that would fade away in steady-state.
RyJones
on Feb 24, 2014
[–]
True. We did everything we could to account for that, though. Someone chooses to clear cookies every time they load a page - not much we could do.
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