Craig Sullivan is a User Experience champion with a wealth of experience gained working with high street retailers and leading brands. His skills base includes UX, Usability testing, User Centred Design, online marketing, customer insight, web analytics and multi-variate testing.
The title may seem a bit controversial, a fairly common question I get from large (and small) companies is—“Should I run A/A tests to check whether my experiment is working?”
The answer might surprise you.
So what’s this all about? Unicorns, Useful Best Practices and Optimisation Experts — all rather rare and mystical beasts.