26/09/2019
When the budget allows do you A/B test? It's always fascinating when you see what works and what doesn't work. Just because it looks nicer and is cleaner doesn't necessarily mean it'll work.
Amazon found the courage to run a beautiful a/b test where they put their old three column product page layout against a new two column one. Although the two column layout was arguably more beautiful with the addition of white space, margins and shadows, it was nevertheless rejected. Before it was r...