|
|
Potential Outcomes
| Outcome |
Description |
Impact on A/B Testing |
| Positive |
When the treatment group experiences a statistically significant improvement compared to the control group. |
Indicates that the treatment is effective and should be implemented. |
| Negative |
When the treatment group experiences a statistically significant decline compared to the control group. |
Indicates that the treatment is ineffective or harmful and should not be implemented. |
| Null |
When there is no statistically significant difference between the treatment and control groups. |
Indicates that the treatment has no effect and further testing or changes are needed. |
| Uninterpretable |
When there is not enough data or the data is inconclusive to make a determination. |
Indicates that more data or a different approach is needed to make a determination. |
|
|
|