Maximizing Insights Through Follow-Up Testing

Follow-up tests on a hypothesis can yield valuable insights, even if the initial change did not lead to a significant impact. The intel gained from these follow-up tests can result in substantial increases in performance, often surpassing the gains from the initial changes. Therefore, the distinction between big and small tests is not significant, as the key is to extract valuable intel that can be leveraged across various channels to drive overall business performance.

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