Local Maximum: What It Is, and How to Get Over It in A/B Testing¶
Birkett, A. (2022). Local Maximum: What It Is, and How to Get Over It in A/B Testing: What It Is, and How to Get Over It in A/B Testing. CXL.
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Mechanisms¶
- Prototype A/B or Multivariate Test
- Its failure mode is that an A/B test optimises the variants you thought to build, so relentless local tuning climbs the nearest hill and can miss the better design that was never in the test — the local-optimum trap.
This sourceExplains how iterative A/B testing can reach a local maximum and miss larger gains available only through innovative tests or redesign.
- Its failure mode is that an A/B test optimises the variants you thought to build, so relentless local tuning climbs the nearest hill and can miss the better design that was never in the test — the local-optimum trap.
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