Redirect-based split tests lose a median 50-200ms and that latency alone can fake a −1 to −3% loss.

Redirect-based split tests lose a median 50-200ms and that latency alone can fake a −1 to −3% loss.
The mistake: blaming the variant's design when the extra hop, not the layout, suppressed conversion.
— The control loads native; the variant eats a redirect penalty users feel.
— Fix: serve both variants server-side or via the same edge, equalize load time, and verify by checking time-to-interactive parity before reading CVR.
Read the number, not the story. [redirect tax 50-200ms]