October 2021
Intermediate to advanced
289 pages
8h 31m
Chinese
Content preview from 数据科学中的实用统计学(第2版)
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统计实验与显著性检验
｜
73
3.1
A/B
测试
A/B
测试是一种设有两个分组的实验，用来确定两种处理、产品、过程等中哪一种更好。
在两种处理中，通常有一种是现有的标准处理方式，或者不进行处理。如果某个分组使用
了标准处理方式（或没有进行处理），那它就称为
对照组
。典型的假设是新处理方式的效
果会优于对照组的效果。
本节关键术语
处理
让被试者接触的东西（药物、价格、网页标题等）。
处理组
执行某种特殊处理的被试者分组。
对照组
不做任何处理或者进行标准处理的被试者分组。
随机化
随机地分配被试者以进行处理的过程。
被试者
接受处理的对象（网站访问者、患者等）。
检验统计量
用来测量处理效果的度量方式。
A/B
测试常用于网页设计和营销，因为测试结果非常容易测量。以下是
A/B
测试的一些
例子。
•
测试两种土壤处理效果，以确定哪种处理更适合种子萌发。
•
测试两种治疗方法，以确定哪种方法能更有效地抑制癌症。
•
测试两个价格，以确定哪个价格的净利润更高。
•
测试两个网站标题，以确定哪个标题能带来更多的点击量（见图
3-2
）。
•
测试两个网页广告，以确定哪个广告能产生更高的转换率。
74
｜
第
3
章
图 3-2：营销人员对两种网页展示进行持续的对比测试
在正确的
A/B
测试中，被试者可以被分配给两种处理方式中的任意一种。被试者可以是一
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.