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The Experimentation Paradox

· 8 min read
Griffin Cox
Co-founder of ezbot.ai

The best user experience depends on the person

The Experimentation Paradox refers to a core tension that I've noticed in A/B testing and conversion rate optimization (CRO). I haven't been able to find anything about it online, so the name is my own.

It suggests that the bigger the change you make to a website or app, the less you need an experimentation tool to know if it's significantly different from a control. On the flip side, the smaller the change, the more critical testing tools become—but it also gets harder to see statistically significant results.