What are some case studies of failed A/B testing?

What are some case studies of failed A/B testing?

There are several notable case studies where A/B testing didn't yield the expected results. For instance, a well-known case is the 'Google Blue' experiment, where Google tested different shades of blue for their ad links. Surprisingly, the results were inconclusive, leading to confusion about user preferences.

What went wrong in that Google experiment?

In the Google Blue experiment, the issue was that the variations were too subtle, making it difficult to determine a clear winner. Additionally, external factors like user behavior and context were not adequately controlled.

Can you give another example of a failed A/B test?

Sure! Another example is the 'Netflix' A/B test where they changed the thumbnail images for shows. The test backfired as some users found the new images unappealing, leading to a drop in engagement.

What lessons can we learn from these failures?

Key lessons include ensuring variations are significant enough to measure impact, controlling external factors, and considering user feedback before implementing changes.