Great visuals for anyone that does A/B testing as part of their product development process.

While undeniably useful, A/B testing is sometimes said to encourage too much “hill climbing”, an incremental and short-sighted style of product development that emphasizes easy and immediate wins.

Discussion around hill climbing can sometimes get a bit vague, so I thought I would make some animations that describe four distinct pitfalls that can emerge from an overreliance on hill climbing.