Image of road sign with the word "Hindsight"

Definition:

Hindsight bias is a psychological phenomenon where people vastly overestimate the predictability of a past event, compared to their ability to forecast the outcome before it had occurred.

To counter hindsight bias with research projects it’s a good idea to ask the stakeholders what they think will be the outcome. This approach can also be used for A/B testing as it’s not uncommon for people to claim after the event they knew which variant would win or lose. Once people understand how difficult it can be to pick a winner they are more likely to appreciate the value of A/B testing.

Resources:

Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tools should you choose?

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.

Close