The Win-or-Learn Dilemma in CRO - Devil’s Advocate
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Perverse Incentives and Tests to Win
Shiva: Testing to win can be perversely incentivized. He says the philosophy and approach around experimentation should be learning to get you wins rather than winning. Shiva: Test to learn focuses on learning with every test, something about behavior. What's happening on the page to instruct on the next test? You look at five tests down the road.
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