Rule #1: Small Changes can have a Big Impact to Key Metrics
Rule #2: Changes Rarely have a Big Positive Impact to Key Metrics
Rule #3: Your Mileage WILL Vary
Rule #4: Speed Matters a LOT
Rule #5: Reducing Abandonment is Hard, Shifting Clicks is Easy
Rule #6: Avoid Complex Designs: Iterate
Rule #7: Have Enough Users

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