Should I use AB testing?

E-commerce may often ask, whether should I change a button or layout of my website to increase sales? Usually, e-commerce does AB testing to answer these kinds of questions.
However, there are questions that AB testing can’t solve.

AB testing is often used for evaluating new features, UI, or products.
Take 2 sets of users, and show one set of users the control version which is the original version. And show the other set the testing version. See how they respond differently and conclude which version is better.
For example, Amazon uses AB testing to decide whether personalized product recommendation increases sales. Another use case is testing changes in the backend and see if it affects user behavior.

AB testing is more like a “quantitive” measurement. There are other techniques to support Ab testing. More deep and “qualitative” measurements.

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