Great write up Alan, 👏👏 It’s so important to understand the nuances of a/b testing. It’s very rare that it gives a straight answer in my experience, especially as the distance between the a/b variants and the measured metric (purchase, re-purchase, etc.) increases. But testing in a systematic way like this has many other benefits, like doing many a/b tests around a set of landing pages for e.g. usually gives many higher level customer insights, or they are excellent to introduce large scale changes on critical pages.

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Great insights

The book "How not to be wrong - the power of mathematical thinking" is also a must have for statistical contextualization and the shenanigans in studies.

Thanks for continuing to get the word out.

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