Test analysis Articles — Atticus Li

Atticus Li

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Test analysis

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

2 articles

a/b testing Apr 7, 2026 8 min read

Why Big Changes Sometimes Show Zero Impact in A/B Tests

Major redesigns and bold experiments sometimes show zero measurable impact. Learn why large-scale changes can produce flat results and how to diagnose the cause.

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AI Apr 7, 2026 6 min read

AI for A/B Test Analysis: What It Gets Right and Where It Fails

AI can accelerate A/B test analysis dramatically. But it also introduces new failure modes. Here's what to automate and what to keep human.

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