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Analysis
- Bonferonni Correction: https://www.statisticssolutions.com/bonferroni-correction/
- Confidence Level: https://www.statista.com/statistics-glossary/definition/328/confidence_level/
- False Negatives: https://netflixtechblog.com/interpreting-a-b-test-results-false-positives-and-statistical-significance-c1522d0db27a
- Frequentist vs. Bayesian: https://experimentnation.com/2021/07/07/frequentist-bayesian-comparison-and-practical-application-r-script-attached/
- Holiday season considerations: https://www.widerfunnel.com/blog/ab-testing-during-the-holidays/
- Multiple Comparison Problem: https://towardsdatascience.com/multiple-comparison-a-common-pitfall-for-a-b-testing-d773f19a4a95
- Novelty effects: https://productds.com/wp-content/uploads/Novelty_Effect.html
- Peeking: https://towardsdatascience.com/how-not-to-run-an-a-b-test-88637a6b921b
- P-value: https://cxl.com/blog/ab-testing-statistics/
- Quantitative vs Qualitative research: https://www.usertesting.com/blog/enhance-ab-test-results-with-qualitative-data
- Sample Ratio Mismatch: https://www.analytics-toolkit.com/glossary/sample-ratio-mismatch/
- Sample size calculation: https://www.indeed.com/career-advice/career-development/how-to-calculate-sample-size-formula
- Statistical significance: https://hbr.org/2016/02/a-refresher-on-statistical-significance
Copywriting
- AIDA: https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/
- Chunking: https://boagworld.com/working-in-web/chunking-text/
- Cialdini’s Principles of Persuasion: https://worldofwork.io/2019/07/cialdinis-6-principles-of-persuasion/
- Conversion Copywriting: https://gathercontent.com/blog/an-introduction-to-conversion-copywriting
- Scarcity: https://www.abccopywriting.com/2010/05/12/persuasive-copywriting-scarcity
- Social proof: https://sproutsocial.com/insights/social-proof/
- Urgency: https://carminemastropierro.com/copywriting-and-urgency/
Experiment design
- Baseline conversion rate: https://www.omniconvert.com/what-is/baseline-conversion
- Control groups: https://clevertap.com/blog/what-is-a-control-group/
- Hold out groups: https://cxl.com/blog/hold-out-groups/
- Interaction effects: https://www.optimizely.com/insights/blog/leveraging-interaction-effects-a-b-multivariate-testing/
- Multivariate testing: https://www.optimizely.com/optimization-glossary/multivariate-testing/
- Testing too many variants: https://www.widerfunnel.com/blog/3-mistakes-invalidate-ab-test-results/
Fundamentals
- Bias: https://imotions.com/blog/what-is-bias/
- Don’t blindly follow best practices: https://crosins.com/2-blindly-following-best-practices/
- Experimentation Culture: https://hbr.org/2020/03/building-a-culture-of-experimentation
- Hypothesis: https://harford.libguides.com/c.php?g=321391&p=2150493
- Strength of Evidence: https://nagt.org/nagt/geoedresearch/toolbox/basics/pyramid.html
Program Management
- A/A testing: https://blog.hubspot.com/marketing/aa-test
- Call to action: https://blog.hubspot.com/marketing/8-types-ctas-website-list
- Definition of Experiment: https://www.merriam-webster.com/dictionary/experiment
- Flicker: https://www.kameleoon.com/en/blog/ab-testing-flicker-effect
- Hero image: https://elementor.com/resources/glossary/what-is-a-hero-image-in-web-design/
- Key Performance Indicator: https://www.klipfolio.com/resources/articles/what-is-a-key-performance-indicator
- Product Market Fit: https://heap.io/topics/what-is-product-market-fit-creating-a-data-driven-pmf-framework
Strategy
- Average Revenue Per User: https://blog.hubspot.com/service/arpu
- Dealing with low traffic: https://www.portent.com/blog/cro/how-you-can-run-a-b-tests-on-low-traffic-sites.htm
- Documentation: https://www.abgrowthmarketing.com/blog/2019/10/1/how-to-document-ab-tests
- Heat Maps: https://www.figpii.com/blog/the-role-of-heat-maps-in-a-successful-cro-program/
- Iteration: https://wistia.com/learn/marketing/get-comfortable-with-iterative-a-b-testing
- Last-touch attribution: https://accutics.com/last-touch-attribution-the-good-bad-ugly/
- North Star Metric: https://mixpanel.com/blog/north-star-metric/
- Prioritization frameworks: https://cxl.com/blog/better-way-prioritize-ab-tests/
- Testing big changes: https://www.gkogan.co/blog/test-big-changes/
- Unique selling proposition: https://www.shopify.ca/blog/unique-selling-proposition
- Voice of Customer: https://www.qualtrics.com/experience-management/customer/what-is-voice-of-customer/