We-Design

Dec 11, 2025 · Fundamentals

Why Your A/B Test Results Might Mislead You—and How to Interpret Them Correctly

This article explains the core concepts of A/B testing, including significance, p‑values, minimum sample size, experiment duration, common interpretation pitfalls, and practical e‑commerce conversion tips, helping designers and product teams make data‑driven decisions without falling into statistical traps.