> Let’s say you’re testing a text change for a link on your website. Being an impatient person, you decide to do this over the course of an hour. You observe th

> Let’s say you’re testing a text change for a link on your website. Being an impatient person, you decide to do this over the course of an hour. You observe that 20 people in bucket A clicked, but 30 in bucket B clicked. Satisfied, and eager to move on, you choose bucket B. Horrifying but all too common. A wise man once taught me that humans feel considerable discomfort in the presence of uncertainty, and will tend to jump on the first solution that presents itself. His answer to this was to strive to stay in 'exploration mode' for as long as possible - explore the solution space until you've hit the sides and the back and only then make a decision.