An A/B test is a powerful tool but not every idea is selected by running a test. Some ideas can be expensive to test, and companies in early phases may have resource constraints, so it’s not practical to run a test for every single idea . Thus, we want to first select which ideas are worth testing, particularly when people have different opinions and ideas on improving a product, and there are many ideas from which to choose. For example, a UX designer may suggest changing some UI elements, a product manager may propose simplifying the checkout flow, an engineer may recommend optimizing a back-end algorithm, etc.

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