What’s often misunderstood about Google’s incrementality testing and how Bayesian models use probability to guide better ...

A/B testing is nothing new. So why do so many businesses still fail to do it? Conducting online A/B and multivariate testing is nothing new. The practice has been around for decades now, with Google ...

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A/B testing is popular among digital marketers, content strategists and web designers—and for good reason. Apart from increasing a website’s conversion rates, it also improves user engagement, comes ...