A/B Testing: a checklist

Lisa Qian lays out the process for a successful A/B test, from defining a goal and hypothesis, to knowing when to end the test. The most rigorous form of data-gathering when done right, A/B tests can't be run by guesswork or gut instinct.

Article image: Gather Ye Rosebuds While Ye May, by J.W. Waterhouse (source: Wikimedia Commons).