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2 posts tagged with "ab-testing"

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What is A/B Testing?

· 10 min read
Haydée Marino
Co-founder of


A/B Testing: the Best Way to Improve Websites?

A/B testing has been around for nearly 20 years now, and many people have built their careers on some form of it. Large experimentation teams at companies run multivariate (A/B/C/etc) tests and tease out any potential interaction effects between experiments. Still, most of the tests run don't yield any useful information. What are A/B tests and why do people swear by them? If experimentation is so powerful, why don't teams get more information? Isn't there a better way to improve websites?

The Statistical Significance Purgatory: Why A/B Testing Can Leave You Stuck (and How RL Offers Escape)

· 10 min read
James Nowell
Co-founder of

Too Many UI Variations

In the relentless pursuit of conversion rate optimization (CRO), A/B testing has long been the reigning champion. It allows you to compare variations of your website elements, from headlines to layouts, and identify the statistically "better" performer. But for all its strengths, A/B testing comes with a soul-crushing enemy: the wait for statistical significance.