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A/B Testing

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Prerequisites

Section titled “Prerequisites”
  • Clear hypothesis, target metric, and minimum detectable effect (MDE).
  • Event tracking implemented and QA’d.

Steps

Section titled “Steps”
  1. Define hypothesis and success criteria; pre-register analysis plan.
  2. Estimate sample size using baseline and MDE; set duration.
  3. Randomize traffic and ensure mutual exclusion with other tests.
  4. Monitor data quality; avoid peeking and stopping early.
  5. Analyze with appropriate statistical test; report lift and confidence.

Validation

Section titled “Validation”
  • Balanced cohorts, no tracking gaps, assumptions met.

Troubleshooting

Section titled “Troubleshooting”
  • Insufficient power: extend duration or increase MDE.
  • Sample ratio mismatch (SRM): check bucketing and filters.

Time/Impact

Section titled “Time/Impact”
  • 1–3 weeks typical. Improves decision quality and learning speed.
Section titled “Related”