What is a common mistake companies make when performing A/B testing?

A common mistake companies make when performing A/B testing is looking at too many metrics. Focused A/B testing is essential because it allows organizations to draw clear conclusions about the impact of changes they make. When too many metrics are considered simultaneously, it can lead to confusion and a lack of clarity regarding which changes actually drove the observed results. This makes it difficult to attribute the success or failure of the test correctly.

By concentrating on a few key performance indicators that align closely with the objectives of the test, companies can gain actionable insights. Too many metrics can dilute the focus and muddle the interpretation, potentially leading to incorrect business decisions based on misleading data. This is why a streamlined approach, focusing on critical metrics, is crucial for the success of A/B testing initiatives.