![Confidence Intervals & P-values for Percent Change / Relative Difference](https://blog.analytics-toolkit.com/wp-content/uploads/2018/06/2018-05-18-Confidence-Intervals-for-Relative-Difference-vs-Absolute-Difference-Extrapolation-352x198.png)
In many controlled experiments, including online controlled experiments (a.k.a. A/B tests) the result of interest and hence the inference made is about the relative difference between the control and treatment group. In A/B testing as part of conversion rate optimization and in marketing experiments in general we use the term “percent lift” (“percentage lift”) while in […] Read more…