The Chesire Cat best articulated my view on A/B testing. If you’re cherry-picking which problems to solve without doing the larger work to understand the real problem, you’re missing out on a lot of $$$.
It doesn’t matter what you test because you’ll keep guessing and dancing in the loop-de-loop while other opportunities pass you by.
A/B testing is a great tool when informed by and in collaboration with UX strategy and research. Sometimes, we forget that, and we take the long way. ↩️
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👧🏻 ‘Would you tell me, please, which way I ought to go from here?’ [asked Alice.]
😸 ‘That depends a good deal on where you want to get to,’ said the [Chesire] Cat.
👧🏻 ‘I don’t much care where—’ said Alice.
😸 ‘Then it doesn’t matter which way you go,’ said the Cat.
👧🏻 ‘—so long as I get somewhere,’ Alice explained.
😸 ‘Oh, you’re sure to do that,’ said the Cat, ‘if you only walk long enough.’
