A/B Testing with a Small Sample Size

AB Testing Small Business

The question “How to test if my website has a small number of users” comes up frequently when I chat to people about statistics in A/B testing, online and offline alike. There are different opinions on the topic ranging from altering the significance threshold, statistical power or the minimum effect of interest all the way […] Read More…

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Online glossary of A/B testing terms and abbreviations

AB testing glossary

We are happy to present a brand new addition to our website: a comprehensive A/B testing glossary containing terms and abbreviations used testing as part of conversion rate optimization (CRO).  Definitions start from very basic things such as “A/B test“, “mean“, “conversion rate” and “revenue per user“, go through “hypothesis“, “null hypothesis“, “standard deviation“, “p-value” […] Read More…

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The A/B Testing Guide to Surviving on a Deserted Island

AB Testing Survival Guide Desert Island

The secluded and isolated deserted island setting has been used as the stage for many hypothetical explanations in economics and philosophy with the scarcity of things that can be developed as resources being a central feature. Scarcity and the need to keep risk low while aiming to improve one’s situation is what make it a […] Read More…

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Inherent costs of A/B testing: limited risk results in limited gains

Costs

I’ve already done a detailed breakdown of costs & benefits in A/B testing as well as the risks and rewards and how A/B testing is essentially a risk management solution. In this short installment I’d like to focus on the trade-off between limiting the downside and restricting the upside which is present in all risk management […] Read More…

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Representative samples and generalizability of A/B testing results

Representative samples and generalizability of AB testing results

I see a nice trend in recent discussions on A/B testing: more and more people realize the need for proper statistical design and analysis which is a topic I hold dear as I’ve written dozens of articles and a few white-papers on. However, there are cases in which statistical validity is discussed without consideration for […] Read More…

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Designing successful A/B tests in Email Marketing

The process of A/B testing (a.k.a. online controlled experiments) is well-established in conversion rate optimization for all kinds of online properties and is widely used by e-commerce websites. On this blog I have already written in depth about the statistics involved as well as the ROI calculations in terms of balancing risk and reward for […] Read More…

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