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Lead Data Analyst @ Nike | Digital Experimentation | Data Science

The Power of A/B Testing: Small Changes, Big Results In the world of data-driven decision-making, A/B testing is one of the most effective tools for optimizing performance and driving growth. Over the years, I’ve seen firsthand how a well-designed A/B test can transform businesses. Stefan Thomke, a Harvard Business School professor and innovation expert, often emphasizes that experimentation is the engine of innovation. This philosophy has greatly influenced my approach to A/B testing. By systematically testing variations and analyzing the data, we can remove the guesswork from decisions, often uncovering surprising insights that defy intuition. One of the biggest lessons I’ve learned? Small, data-informed changes can have a massive impact. I’ve led well-designed A/B tests that helped: - Improve website/app usability, driving higher customer satisfaction and conversion rates - Streamline user experiences, reducing friction and improving conversion What’s critical is not just running tests but knowing what to test and how to interpret the results. A well-designed A/B test is about asking the right questions and understanding the key metrics that matter to your business. As we move forward in a rapidly evolving digital landscape, A/B testing continues to be a game changer for any team looking to make data-driven improvements. I’m passionate about the insights these experiments can unlock and the measurable impact they can bring to an organization. Have you run any A/B tests recently that revealed unexpected results? I’d love to hear about them! #ABTesting #DataAnalytics #DataScience #UserExperience #FrictionlessUX #Experimentation #DigitalGrowth #BusinessStrategy

Utsav Mehta 📊

Business Intelligence Developer @ AFR | Forbes 30 under 30 Scholar - 2019

2mo

Thanks for sharing. Can you share some steps that you keep in mind while doing or implementing A/B testing?

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