HALF OF YOUR “SUCCESSFUL” A/B TESTS ARE FALSE-POSITIVES

Summary from the TLDR Founders newsletter

The problem of false positives in scientific experiments and A/B testing can lead to the approval of ineffective drugs and unreliable scientific findings. Companies and researchers may manipulate results by running multiple trials and only publishing favorable outcomes. To avoid unintentional p-hacking in A/B tests, marketers should focus on forming and testing theories rather than randomly experimenting, emphasizing the importance of validated learning and seeking large, impactful effects.