![The Bane of AB Testing: Reaching Statistical Significance Illusory Results AB Testing](https://blog.analytics-toolkit.com/wp-content/uploads/2016/09/2016-09-19-Illusory-Results-AB-Testing-352x198.jpg)
Now, this is not a new topic on this blog. I’ve discussed the issue of optional stopping based on “achieving” or “reaching” statistical significance in my Why Every Internet Marketer Should be a Statistician post more than two years ago and others have touched on it as well – both before and after me. However, the issue […] Read more…