The Dark Side of A/B Tests: How to Defeat Common Pitfalls
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This document discusses the challenges and pitfalls of split testing experiments. It outlines four threats to data validation, including selection bias, multiple comparisons, outliers, and low statistical power. It emphasizes the importance of running tests long enough to reach statistical significance and avoiding premature conclusions. Finally, it recommends being disciplined by using test grids that vary one element at a time and establishing criteria for stopping tests.
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The Dark Side of A/B Tests: How to Defeat Common Pitfalls
- 1. The Dark Side of Split Testing How to Defeat the Poltergeists that Haunt Every Experiment
- 2. Split Testing: General Landscape ⢠⢠⢠⢠⢠⢠â˘
- 3. Split Testing: Web Technology Evolution March 20082006 Oracle 2015 2010 2010 2010 20042003 Omniture 2007 Adobe 2009 Harder to Use Easier to Use
- 4. Split vs. Multivariate Testing Control Variation A Variation B Variation C 25% 25% 25% 25% Incoming Traffic Randomly Split 15.0% Conversion 18.5% Conversion 17.3% Conversion 14.4% Conversion
- 5. Split vs. Multivariate Testing Item 1 Item 2 Item 3 drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald drumph again make donald Variations of Item 1 Variations of Item 2 Variations of Item 3 Multivariate Testing
- 6. Split vs. Multivariate Testing Summary ⢠⢠⢠⢠⢠⢠⢠â˘
- 7. So What Can Possibly Go Wrong?
- 8. Spot Quiz: Which Is Worse?
- 9. Spot Quiz: Which Is Worse?
- 10. Four Deadly Threats to Data Validation ⢠⢠⢠â˘
- 12. This Is How The Test Results Changed
- 13. What Else Can Go Wrong? ⢠⢠⢠⢠â â ⢠â
- 14. What Does âReaching Significanceâ Mean? ⢠â ⢠â ⢠â
- 15. How Long Does a Test Need to Run? ⢠â â ⢠⢠â â˘
- 16. How to Avoid the Lightning
- 17. So, What to Do?
- 18. So, What to Do? ⢠⢠â â ⢠â˘
- 19. So, What to Do? ⢠â˘
- 20. Be Disciplined and Use Test Grids ⢠⢠⢠⢠⢠⢠⢠⢠⢠â˘