This paper reports on novel statistical methodology, which has been deployed by the
commercial A/B testing platform Optimizely to communicate experimental results to their …

A/B tests, or online controlled experiments, are heavily used in industry to evaluate
implementations of ideas. While the statistics behind controlled experiments are well …

A/B tests are typically analyzed via frequentist p-values and confidence intervals, but these
inferences are wholly unreliable if users endogenously choose samples sizes by …

Online controlled experiments (eg, A/B tests) are now regularly used to guide product
development and accelerate innovation in software. Product ideas are evaluated as …

A/B tests (or randomized controlled experiments) play an integral role in the research and
development cycles of technology companies. As in classic randomized experiments (eg …

As A/B testing gains wider adoption in the industry, more people begin to realize the
limitations of the traditional frequentist null hypothesis statistical testing (NHST). The large …

A/B testing, also referred to as online controlled experimentation or continuous
experimentation, is a form of hypothesis testing where two variants of a piece of software are …

Online controlled experiments, also called A/B testing, have been established as the mantra
for data-driven decision making in many web-facing companies. In recent years, there are …

A/B testing is one of the most successful applications of statistical theory in the Internet age.
A crucial problem of Null Hypothesis Statistical Testing (NHST), the backbone of A/B testing …

How Your Business Can Use the Science That Helped Win the White House The average
conversion rate—the rate at which visitors convert into customers—across the web is only …