"Two-Sided Non-Compliance: A Threat to Accurate A/B Testing"

Two-Sided Non-Compliance

Two-sided non-compliance occurs when both the control and experimental groups do not follow the assigned treatment or intervention. This can happen when participants in the control group receive the intervention or when participants in the experimental group do not receive the intervention as intended. Two-sided non-compliance can lead to biased results and make it difficult to draw accurate conclusions from an A/B test.

Impact on A/B Testing

Two-sided non-compliance can have a significant impact on A/B testing in both web and mobile environments. In web testing, two-sided non-compliance can occur when users switch between different versions of a website or when they do not follow the intended user flow. This can make it difficult to determine which version of the website is truly more effective. In mobile testing, two-sided non-compliance can occur when users do not update their app or when they use an older version of the app. This can also make it difficult to determine which version of the app is more effective.