Experiment insights Articles — Atticus Li

Atticus Li

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Experiment insights

Articles exploring experiment insights through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.

2 articles

data segmentation Mar 27, 2026 8 min read

Data Segmentation for A/B Tests: Finding Hidden Winners

Discover how to uncover segment-level insights hidden within overall A/B test results. Learn which segments to analyze, minimum sample size requirements, and how to avoid the data dredging trap.

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inconclusive results Mar 27, 2026 7 min read

What to Do With Inconclusive A/B Test Results

Inconclusive A/B test results are not failures. Learn how to extract learning from flat tests, distinguish between wrong hypotheses and weak implementations, and decide when to iterate versus move on.

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