Condition on your data

from blog John D. Cook, | ↗ original
Suppose you design an experiment, an A/B test of two page designs, randomizing visitors to Design A or Design B. You planned to run the test for 800 visitors and you calculated some confidence level α for your experiment. You decide to take a peek at the data after only 300 randomizations, even though your […] The post Condition on your data...