The latest ‘Econsultancy’ blog post is titled “Three reasons to stop A/B testing”.

Maurits Kaptein says, “Successful (online) companies are organised to experiment continuously. This is preaching to the choir, something we all agree on.

But what exactly is the best way to experiment as a company? We don’t necessarily agree on the answer to that question.

This article deals with one of the most used types of online experiments, A/B tests.

I would like to explain why you should stop running them”.

Three reasons to stop A/B testing

‘Econsultancy’ Blog

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