In A/B testing sequential tests are gradually becoming the norm due to the increased efficiency and flexibility that they grant practitioners. In most practical scenarios sequential tests offer a balance of risks and rewards superior to that of an equivalent fixed sample test. Sequential monitoring achieves this superiority by trading statistical power for the ability to stop earlier on average under any true value of the primary metric.| Blog for Web Analytics, Statistics and Data-Driven Internet Marketing | Analy...
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A central feature of sequential testing is the idea of stopping “early”, as in “earlier compared to an equivalent fixed-sample size test”. This allows running A/B tests with fewer users and in a shorter amount of time while adhering to the targeted error guarantees.| Blog for Web Analytics, Statistics and Data-Driven Internet Marketing | Analy...
Running shorter tests is key to improving the efficiency of experimentation as it translates to smaller direct losses from testing inferior experiences and also less unrealized revenue due to late implementation of superior ones.| Blog for Web Analytics, Statistics and Data-Driven Internet Marketing | Analy...