I feel like the AB-test analysis chapter was so dense that to recap we’d need to list all lessons here again. Let’s try to sum up everything we’ve learned about AB-testing in the form of definitions and principles.
AB-test hypothesis and solving the problem
We start the AB-testing process by looking at the metrics and deciding on what are we going to improve. Once we made up our mind (for example, “we’ll improve activation”) we need to understand the problem of our users that make them drop out.
Understanding the problem gives us a head start in...