Articles exploring experiment validity through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
4 articles
Sample ratio mismatch is the silent killer of A/B tests. Learn how to detect it, what causes it, and why ignoring it invalidates all your experiment results.
Checking A/B test results before the planned endpoint is the most common validity threat in experimentation. Learn why it happens and how to prevent it.
Discover the external validity threats that can invalidate your A/B test results, from seasonality and sample pollution to the flicker effect, and how to mitigate them.
Why false positives are the biggest threat to A/B testing programs, how A/A tests prove the problem is real, and why stopping at significance is the number one mistake teams make.