Statistics Articles — Atticus Li

Atticus Li

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Statistics

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

2 articles

ab-testing Mar 20, 2026 7 min read

Same Principle, Different Execution: Why Your A/B Test Variant Failed

Here's something that doesn't get talked about enough in the experimentation world: the idea isn't what wins. The execution is. This is the story of a test where two variants used the exact same psychological mechanism with radically different results.

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Same Principle, Different Execution: Why Your A/B Test Variant Failed

sample ratio mismatch Jun 11, 2025 3 min read

Why Sample Ratio Mismatch Matters for Business

Sample Ratio Mismatch (SRM) is a critical diagnostic for A/B tests. When variant traffic splits deviate from expectations, it signals broken randomization that can invalidate lift and lead to costly, phantom wins.

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Illustration of uneven traffic allocation between A/B test variants

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