Sequential testing5/1/2023 ![]() to minimize exposure of test subjects to ineffective treatments.to ship/implement effective treatments as quickly as possible. ![]() In developing AGILE we did a very extensive research in the theory and practice of frequentist sequential testing ultimately focusing on the medical field due to immense similarities between the business case in AB testing and the scientific research case in medical testing. We believe it also addresses most if not all of the major statistical hurdles in doing proper AB and MVT tests in conversion rate optimization, landing page optimization, e-mail marketing and online advertising optimization in general. The result of our research we call the “AGILE A/B Testing Approach”. AGILE offers significant flexibility and greatly increased efficiency in performing any kind of A/B test. ![]() ![]() In this post we’ll cover briefly the need for a new method, some highlights of the method we propose and a brief introduction to the software tool we’ve developed to help apply it. After many months of statistical research and development we are happy to announce two major releases that we believe have the potential to reshape statistical practice in the area of A/B testing by substantially increasing the accuracy, efficiency and ultimately return on investment of all kinds of A/B testing efforts in online marketing: a free white paper and a statistical calculator for A/B testing practitioners. ![]()
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