The “best practice”, when evaluating the results of an online controlled experiment (A/B test), is to use classical statistical tests, proceeding with a change if (and only if) the result of the test includes a p value of less than 0.05. But, the American Statistical Association (ASA) said in a prominent 2016 statement that “…business… decisions should not be based only on whether a p-value passes a specific threshold.” Wait, what?
