Recently, there have been discussions about the ethics surrounding A/B tests. I've been following the discussions from the terraces, and during last week's CRO Live Hour session with Khalid Saleh, I dropped the question: Are A/B price tests cool from an ethical standpoint? Find out what Khalid had to say about it. 

Here are some of the questions we tackled in this episode: 

• In your opinion, are there situations where A/B testing certain content or features could be morally controversial? How should businesses navigate these ethical gray areas?
• Is obtaining explicit consent from users necessary for A/B testing?
• A/B testing often involves changing elements of a website to observe user behavior. At what point does this customization cross the line into manipulation, and how can businesses avoid this ethical dilemma?
• What ethical framework or principles should businesses consider when implementing A/B testing on their websites or products?

QUESTION — Have a question about e-commerce Conversion Optimization, A/B Testing, User Research, Marketing, or Anything Else? Post in the comments section of this video!

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