What every product manager should know about AB Testing

James Copeman
Jun 12, 2019 · 10 min read

It’s rare to find a product manager who doesn’t talk about AB testing in some shape or form. It can be a polarising subject, either seen as the gold standard of validating a process, or creating so much confusion around how to interpret the results or what they are telling us that they paralyse the team. There are a wealth of tools on the market now, and with the introduction of Google Optimise it almost feels like it should be part of the mainstream toolkit for product development.