Articles on return on investment

Sequential Testing is About Improving Business Returns

Sequential Testing Efficiency

A central feature of sequential testing is the idea of stopping “early”, as in “earlier compared to an equivalent fixed-sample size test”. This allows running A/B tests with fewer users and in a shorter amount of time while adhering to the targeted error guarantees. For example, a test may be planned with a maximum duration […] Read more…

Posted in A/B testing, AGILE A/B testing | Also tagged , , ,

What Can You Learn From Running an A/B Test for 2 Years?

AB Test Case Study

We just concluded an A/B test on that has been left to run for just over 2 years. And it failed, as in failing to demonstrate a statistically significant effect based on the significance threshold it was designed for. Has it been a waste of time, though, or can we actually learn something from […] Read more…

Posted in A/B testing, Conversion optimization | Also tagged , , ,