Every change made has an impact on the users and business. Sometimes it’s positive, sometimes negative, and rarely is it predictable. Of 10 ideas, only about 3 will work. This is why A/B testing has emerged a key technique in organization seeking to gauge the consequences of their decisions. However, like any tool, it has its nuances and isn't a one-size-fits-all solution.

This session is a practical exploration of A/B testing, its strengths, and its limitations. A/B testing, at its core, involves comparing two versions of a webpage, app, or other digital experiences to determine which one performs better. We'll delve into why A/B testing is often considered the gold standard.

However, it's crucial to acknowledge that A/B testing may not always be the optimal path. One scenario is when there are not enough samples to detect a meaningful change within a reasonable timeframe. In such cases, alternative methods might be more pragmatic. Ethical considerations also play a role; sometimes, withholding a change from a portion of the user population is deemed unethical. Additionally, there are situations where the resources required to support an A/B test outweigh the potential benefits.

Through examples, we'll shine a light on these scenarios, providing attendees with a nuanced understanding of when to leverage the strength of A/B testing and when to explore alternative paths. This session aims to empower participants to make informed decisions that align with the unique circumstances and challenges of their organizations.