White Papers



Category
A/B Testing

Non-Inferiority Designs in A/B Testing

author: Georgi Z. Georgiev

The current paper argues that there are many cases where testing for non-inferiority, as opposed to the widespread practice of superiority testing, is both more appropriate and more powerful in the statistical sense, resulting in better decision-making, and in some cases: significantly faster A/B tests learn more



Category
A/B Testing

Efficient A/B Testing in Conversion Rate Optimization:
The AGILE Statistical Method

author: Georgi Z. Georgiev

This paper presents AGILE - an improved A/B testing statistical methodology and accompanying software tool that allows for running conversion rate optimization (CRO) experiments that reach conclusions 20% to 80% faster than traditional methods and solutions while providing the same or better statistical guarantees, rules for stopping for futility and other benefits learn more



Category
A/B Testing

Issues with Current Bayesian Approaches to A/B Testing in Conversion Rate Optimization

author: Georgi Z. Georgiev

This paper covers what the author perceives as major issues with the current (as of late 2016) mainstream approaches to statistical design and statistical analysis of A/B testing experiments, mostly as applied in fields of Conversion Rate Optimization (CRO) and Landing Page Optimization (LPO). learn more