A/B testing during the holidays: Risks and rewards

Reading Time: 6 minutesAre you considering running A/B tests this holiday season?

Testing during the holidays may seem like a good idea — after all, a seasonal spike in traffic can help complete a test quickly — but it is important to understand how these results might be skewed.

When you wait til the last minute, delivery time trumps price.

Your consumers behave differently during the holidays. They may have a higher sense of internal urgency, or they may be more concerned with factors like...