talk by split

use data to drive the decisions. A/B testing, multivariant – controlled experiments reduce external influences. it can allow us to distinguish from noise and real signal.

measure ‘statistically significant’ detecting something meaningful.

errors: false positives + false negatives

design like you are right, test like you are wrong.

How to run an experiment:

make a hypothesis, expected results, pick metrics – the standard scientific method.

lick the correct timeframe for the experiments.

try to measure more than one thing, but not too many things

there are online calculators to show you the sensitivity of the experiment (eg how much of a change you can measure)



google optimise



dont peek at the data while the experiment is running


look for low p-values < 0.05