Chapter 5. Experimental Design 1: The Basics

Let’s start our exploration of experimentation with a very simple experiment: influenced by a leading online store, AirCnC’s leadership has decided that a “1-click booking” button is just what’s needed to boost AirCnC’s booking rate. As I discussed in the introduction to Part III, we’ll assign customers to our experimental groups one by one as they connect to the website. This is the simplest possible type of experiment, and many companies offer interfaces that allow you to create and start running A/B tests like this in a matter of minutes.

This straightforward experiment will be the opportunity to go through the process without getting bogged down in technical considerations:

  • The first step is to plan the experiment. This is where the causal-behavioral perspective comes in, to help you ensure that you have clearly defined criteria for success, and that you understand ...

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