methodology May 1, 2026 8 min read
Holdout-Validated CTA Shipping: Beyond Traditional A/B Inference
Standard 50/50 A/B testing fails on pages with high baseline conversion or thin traffic — the math says the test cannot detect a meaningful effect in any reasonable runtime. Across 200+ tests in a real portfolio, only 2% reached traditional stat sig. The other 98% needed a different methodology to ship defensibly.
Read Article
→