3 min read
Variant persistence: why a visitor must always see the same version
If someone sees variant B on Tuesday and variant A on Friday, you haven't run an experiment. You've run a bug that also produces numbers.
Topic
Articles on Mutual exclusion
Everything we have published on Mutual exclusion: guides, experiments and what we learned along the way.
3 articles
3 min read
Mutually exclusive tests: stopping two experiments from contaminating each other
Two experiments on the same funnel produce four combinations and one confused conclusion. Mutual exclusion is how you keep the answer readable.
3 min read
The five mistakes every brand makes in its first month of CRO
Stopping early, testing everything at once, no guardrail, changing the test mid-flight and treating a win as a fact. All five are avoidable.
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