Looking to the past to uncover the future of performance testing
A/B testing has become the default standard for performance assessment in retail. However, given the evolution of modern websites, dynamic content, and the frailties of cookies, the best retailers are learning that A/B testing isn’t always the best method for analysing every digital experience. Learn about the limitations of A/B testing and why it fails to show a benefit even in cases where material benefit exists. See how top retail and tech leaders have looked to the past to uncover a modern alternative to longitudinal A/B testing. This method is something every retailer should adopt as a key arrow in their examination quiver to ensure accurate data-driven decision making.