6. Why Are My Users Leaving? The Ins and Outs of A/B Testing

In the prior chapters, we discussed theory development and the process of metrics creation and development. All of the tools we learned in prior chapters are used in conjunction to further our understanding of user behavior. To test our theories, we need to establish hypotheses and test them. We use conceptualization to create quantitative metrics to measure qualitative concepts and test our hypotheses. Then, we use the results of these tests to either falsify or confirm our theories.

In this chapter, we focus on the process of testing our hypotheses. We assume that you have built a theory with an eye toward behavior change, used the metrics creation techniques to develop sound/interesting ...

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