Let customers vote with their behaviour.
An A/B test shows two versions to similar groups at the same time. Randomisation is what lets you say the change caused the difference.
01 · Split
Randomly assign users to A (today) or B (the change).
02 · CHANGE ONE THING
So you know what caused any difference.
03 · MEASURE
The primary metric, plus guardrails.
04 · WAIT, THEN DECIDE
Run for the agreed time. No peeking early.
Version A
Control
- What customers see today
- The baseline you compare against
Version B
Variant
- One deliberate change
- Everything else identical
Randomise. Wait. Then decide.