Effective A/B testing relies on a few things: good test ideas, sufficient traffic, a clear roadmap, a reliable testing tool, etc. One of the integral aspects of A/B testing that often gets overlooked is the statistical method that powers the testing platform.
In our view, that’s a shame, since statistical analysis is at the heart of an A/B (or multivariate, split page, multi-page…) testing strategy.
That’s why we’ve written the e-book, Demystifying A/B Testing Statistics.