The Importance of Small Changes

There's no such thing as big swings and small swings because the biggest purpose of split tests is to find those consistent increases at 10, 20% or more. The art of the follow-up test is taking your learnings from this one and then like go to the next stage with a different set of data. Every split test is a full test. You remember that there's six things you need to do from now on to make sure it works.

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