Articles exploring test-design through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
3 articles
A/B testing and MVT are not interchangeable. The difference between them — interaction effects, traffic requirements, and what you actually learn — determines which one you should run. Here's the framework.
A practical guide to A/B test sample size calculations, with worked examples, common mistakes, and what to do when your traffic is too low. Covers multiple variations, MDE sensitivity, and how to avoid the '2-week arbitrary duration' trap.
The wrong test type is one of the most common ways CRO programs waste months. Here's the decision framework — with real traffic numbers — for choosing between A/B, MVT, and multi-page experiments in Optimizely.