Another problem with A/B testing: interaction effects

The previous post looked at a paradox with A/B testing: your final result may depend heavily on the order of your tests. This post looks at another problem with A/B testing: the inability to find interaction effects. Suppose you’re debating between putting a photo of a car or a truck on your web site, and […] The post Another problem with A/B testing: interaction effects first appeared on John D. Cook....

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