A/B Test Statistical Significance
VARIANT A (Control)
VARIANT B (Test)
A/B testing (split testing) compares two versions of a web page, email, or other element to determine which performs better. Statistical significance testing ensures the observed difference is not due to random chance. A result at 95% confidence means there is only a 5% probability the difference occurred by chance.
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Tip: Run tests until you reach the required sample size — peeking at results early and stopping when you see significance inflates false positive rates. Use a sample size calculator before starting the test.
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