Statistical Musing: Why we (AB) test

But before we dive in, you may be wondering “what is an AB test”. Good question! Put simply - it’s when we split a segment of data (like customers) into two groups, and give them two experiences to see which they respond better to. So - why do we AB test? You might initially think to improve something, and I’d say you’re partially correct. There may be many reasons why we test, but the main reason is to reduce uncertainty....

May 25, 2022 · 2 min · James Malcolm