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80% of your ideas won't work

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Don't guess

If you knew exactly what to do you would just do it (and so would your...

Run only as many variants as the hypothesis requires

If it's possible to test a hypothesis with a single variant, don't test additional variants. Running...

Losing tests should save you money

It's easy to get caught up in test "wins" (because they're exciting). But associating the value...



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