A/B testing during the holidays: risks and rewards

Are you considering running A/B tests this holiday season?

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

Consumer behavior is different during the holidays: their sense of urgency is higher, or they may be more concerned with factors like delivery time than with good deals. In addition, any change you’ve made in advertising spend may bring in an audien...