DataFramed #126 Make Your A/B Testing More Effective and Efficient
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Feb 13, 2023 Anjali Mehra, Senior Director of Product Analytics at DocuSign, shares her expertise in A/B testing and data-driven decision-making. She discusses how A/B testing can validate new initiatives and drive growth across organizations. Anjali delves into gamifying data experimentation and the importance of establishing clear KPIs. She also emphasizes fostering a data-driven culture and highlights advanced testing methodologies. Listeners will learn how to get started with effective experimentation and the essential skills needed for impactful testing.
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Value of Testing
- A-B testing reveals surprising results, overturning gut feelings and preventing potential losses.
- Even failed experiments offer learning opportunities for refinement and hypothesis generation.
UI/UX Impact
- At an e-commerce company, Anjali Mehra increased conversions by driving more users to the search bar.
- This was achieved by enlarging the search bar and making it more prominent on the website.
Testing ML Algorithms
- A-B testing machine learning algorithms in a live environment is crucial for real-world impact.
- Initial versions of recommendation algorithms sometimes hurt the business before improvements were made through iterative testing.