Tag Archives: ab testing

The Perils of Using Google Analytics User Counts in A/B Testing

Google Analytics User Data in AB Testing

Many analysts, marketers, product managers, UX and CRO professionals nowadays rely on user counts provided by Google Analytics, Adobe Analytics, or similar tools, in order to perform various statistical analyses. Such analyses may involve the statistical hypothesis tests and estimations part of A/B testing, and may also include regressions and predictive models (LTV, churn, etc.). […] Read More…

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AGILE A/B Testing Update: Custom API & Support for Non-Binomial Data

AGILE A/B Testing Tool Updates

I’m happy to announce the release of two long-awaited features for our AGILE A/B Testing Calculator: Support for non-binomial metrics like average revenue per user A new custom API for sending experiment data to the calculator Below is an explanation of each of these new features in some detail. Support for Non-Binomial Data While our […] Read More…

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Statistical Methods in Online A/B Testing – the book

Book Cover Statistical Methods Online A/B Testing

The long wait is finally over! “Statistical Methods in Online A/B Testing” can now be found as a paperback and an e-book on your preferred Amazon store. Note that the Kindle edition is available for $2.99 or equivalent if you’ve already purchased the paperback (through Kindle Matchbook). The book is a comprehensive guide to statistics […] 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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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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