Great series. There are plenty of reasons to be skeptical of small values. The statistical significance probaly won't be there except for high volume sites.

Great series. There are plenty of reasons to be skeptical of small values. The statistical significance probaly won't be there except for high volume sites. There is a paradox - AB is better for big changes, but those changes could also be the most disruptive to existing users. Even with these concerns, look at how efficient this is compared to traditional retail. Imagine all the black magic required to figure out which display for Crest works the best. It was worthwhile to do with very blunt tools. We may not be in the realm of scalpels, but we are well beyond chainsaws. Thanks for sharing!