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Don't A/B Test Yourself Off a Cliff

Summary: A/B testing often focuses on incremental improvements to isolated parts of the user experience, leading to the risk of cumulatively poor experience that's worse than the sum of its parts.

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https://www.youtube.com/watch?v=TYrWpZdcujU

Video Author

Page Laubheimer is a Senior User Experience Specialist with Nielsen Norman Group. He helps organizations focus on delivering outstanding user experience in order to achieve their strategic goals. He combines his expertise in website usability with experience managing a team of designers and developers to successfully implement UX best practices across a range of platforms.

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