Summary: Luxury websites have bad usability | Poster fail: User testing, the movie | AI is Ozempic for the company | Is Microsoft Clarity...

A dataset of 74 A/B tests shows average KPI lifts of 0.2% from the statistically-significant experiments. This produced ROI of 620%.

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Many analytics results are wrong. Better tests will be more expensive and identify fewer design winners. This lowers ROI from analytics.