A/B Testing Explainer
A presentation explaining A/B testing to a non-technical team — via a Jaguar billboard story.
Overview
Company "M" needed to understand why A/B testing matters. I made a presentation to explain it — not with theory, but with a story about two commuters, a Jaguar ad on a highway, and why showing the winning variant to everyone isn't always the right move.
Test only one thing at a time — on a small number of users. So the majority sees the winning version.
The Story
Two commuters (Grigory and Viktor) both drive past a Jaguar billboard on Pulkovsky Highway every morning. One sees Version A, the other Version B. 125 calls from A, 21 from B — looks like a clear winner. But then version B gets replaced with A everywhere, and Viktor stops responding. Why?
The punchline: the copy wasn't the only variable. First impressions are sticky. And you should test on the smallest possible audience before rolling out.
Slides
