Don't trust averages. Segment your results

[robiulhasan]

On the other hand, if you want to increase the throughput of tests you can conduct, you can increase the traffic dedicated to test groups.

Your AB tests will have mixed results. It will positively impact some visitors, and negatively impact others.

If you just trust the aggregate numbers, you run the risk of alienating whole customer segments.

The answer is to break down the results by custom cell phone list er segment. If you don't have established segments defined in your personalization tool, I suggest running through a RFM Analysis to identify high priority segments.

Ultimately, you want to isolate a defined customer group that the experiment works on, and then make the winner show to that segment and that segment only.

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