Alimama Tech
Nov 3, 2021 · Product Management
Common Pitfalls in AB Testing: Design and Analysis Issues
AB testing often fails because practitioners skip power analysis, peek at interim results, set unrealistic null hypotheses, randomize at inappropriate units, ignore sample‑ratio mismatches, choose misleading metrics, and fall prey to segmentation errors like Simpson’s paradox, any of which can invalidate conclusions.
AB testingSample Ratio Mismatchexperiment design
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