Beyond the Win: Running an Ethical Experimentation Program

Most A/B testing conversations center on sample sizes, statistical significance, and win rates. The question that gets far less attention is whether the tests themselves are fair to the people experiencing them. This webinar makes the case that experimentation is never neutral.

The tests a business chooses to run, and how it runs them, reflect what that organization genuinely values. When pressure to hit revenue targets outweighs concern for user experience, testing programs quietly begin to optimize for deception rather than value. This webinar takes that pattern apart.

Victoria Bakos, CRO specialist at Miso Agency, brings a practitioner’s lens to a topic the industry tends to sidestep. She will walk through the four principles of ethical experimentation, a five-question pre-launch checklist, and a detailed look at how dark patterns in pricing and add-on flows have been A/B tested in ways that exploit users rather than serve them, along with what ethical variants of the same tests look like. The session also covers peeking as an honesty issue rather than a statistics problem, and how to handle stakeholder pressure to ship tests that cross the line.