Holdback Groups: Measure Your True Cumulative Impact
A holdback group is your product's long-term control, shielding a small set of users from all new features. Use it to measure the cumulative impact of many small changes over months or years, beyond what individual A/B tests can show.
A holdback group acts as a long-term control, intentionally denying a small user segment all new features to measure the true, cumulative impact of your work. It answers, "Are all our 'winning' A/B tests actually adding up to a better product?" This is for mature products with high experiment velocity, proving the aggregate value of development beyond single-test lifts. The main footgun is pollution—accidentally showing the holdback group a new feature, which invalidates the expensive, long-running experiment.
Read the original → cxl.com
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- #a/b testing
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