Most A/B tests lose: what large testing programs report
Before you trust a test on your store, look at what happened to the people who ran thousands of them.
A/B test findings
What large testing programs report about A/B tests, and how to read your own results without fooling yourself.
Research paperJohari, Pekelis and Walsh (opens the source)2 min read
Stop checking your A/B test every morning
The dashboard says “95% chance to win” on day three. Published research says that if you stop there, the number cannot be trusted.