Goodbye, t-test: new stats models for A/B testing boost accuracy, effectiveness

The t-test has served as a workhorse for conversion optimization teams for many years — though there’s always been confusion about what the results really mean.

This statistical method that has driven A/B testing analyses has served us well, but it’s clear that the t-test is now outdated. With websites receiving and harvesting data constantly, the t-test is simply too slow and isn’t able to give teams the updated results they need to make fast business decisions.

Plus, typical t-test result...