What are some notable case studies of failed A/B tests?

What are some notable case studies of failed A/B tests?

One famous case is the 'Google Blue vs. Green' test, where changing the color of a button led to a significant drop in conversions.

What went wrong in that test?

The change was too drastic for users who were accustomed to the original color, leading to confusion and a lack of trust.

Are there other examples?

Yes, another example is the 'Netflix' A/B test that aimed to change the layout of their homepage, which resulted in lower engagement.

What can we learn from these failures?

These failures highlight the importance of understanding user behavior and conducting thorough research before implementing changes.