A/B testing

Experimenteel ontwerp in R

Joanne Xiong

Data Scientist

A/B testing

• A type of controlled experiment with only two variants of something, for example:
  • 1 word different in a marketing email
  • Red 'buy' button on a website vs. blue button
  • How many consumers click through to create an account based on two different website headers?

Power and sample size in A/B tests

• Calculate sample size, given some power, significance level, and effect size
• Run your A/B test until you attain the sample size you calculated

Lending Club A/B test

Let's practice!

Experimenteel ontwerp in R