Go with your gut is an old adage that we throw around quite often in the English language. It means follow your intuition or instincts (based on your gut feeling). However, when we apply this expression to business world, it isnt always fitting, much less advisable especially when it comes to A/B testing. Used to test multiple variations of a web page or app screen, A/B Testing is one of the most popular methods for improving conversion rates. According to eConsultancy, approximately 61 percent of companies carry out less than five tests every month. However, what many of these companies miss in their testing strategies is a concrete way of constructing hypotheses for future A/B testing. Thankfully, there is online customer feedback
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