A/B testing
A/B path split vs email variant in one step: different journeys vs different subjects
Don’t test “add SMS to cart” with two subjects—build a path split for structure.
Amir Hosseini
Oct 1, 2026 · 5 min read
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A/B testing
Sticky A/B variant on first pass vs re-randomize: same path forever vs new coin flip each visit
Sticky-first-pass reuses the first variant on later passes; re-randomize flips again each visit. Prefer sticky for clean subject-line lift.
Amir Hosseini
Sep 27, 2026 · 5 min read
experience optimization
Experience optimization vs CRO: whole journey vs one page
CRO improves a page; experience optimization improves the whole journey with lift and holdouts. You need both — do not swap one for the other.
Niloofar Karimi
Sep 14, 2026 · 8 min read