The reality is most A/B tests fail, and Facebook is here to help

Two years ago, Wired breathlessly extolled the virtues of A/B testing (link). A lot of Web companies are in the forefront of running hundreds or thousands of tests daily. The reality is that most A/B tests fail. A/B tests fail for many reasons. Typically, business leaders consider a test to have failed when the analysis fails to support their hypothesis. "We ran all these tests varying the color of the buttons, and nothing significant ever surfaced, and it was all a waste of time!" For smaller websites, it may take weeks or even months to collect enough samples to read...