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2min chapter
Bad Hypotheses Are Killing Your Experimentation Program
From A to B
The Lack of Testable Changes in Multivariate Tests
The thing that sticks out to me is the lack of clear testable changes. What would make it good is we redesigned the buy box to make it simpler. Even if you took those attempts to try and discuss those typical things, you're doing a better job of a hypothesis rather than not.
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