Expand my Community achievements bar.

Take 10 minutes to complete an Adobe Target review on Gartner Peer Insights, and as a thank you for your time, you’ll have the option to receive a \$25 gift card!
SOLVED

## 50/50 Test Actually 56/44

Level 5

Why is it that my 50/50 A/B tests are often lopsided with more Experience A visitors?

Ali

1 Accepted Solution

Level 4

This is basic statistics. If you flip a coin 100 times you could potentially get lopsided heads or lopsided tails. If you continue to flip a coin a million times you should experience a close 50/50 percentage of time and the more times you flip.

You can tell when an a/b test has normalized and the noise of adding a new experience has leveled out when your experiences come back to an even split.

This is the principal behind A/A tests as well. If you run an A/A/B Test you know you can call it when you have significance and the A cells have leveled to 50/50 on traffic and conversion.

Let me know if you have questions

Russ

2 Replies

Level 4

This is basic statistics. If you flip a coin 100 times you could potentially get lopsided heads or lopsided tails. If you continue to flip a coin a million times you should experience a close 50/50 percentage of time and the more times you flip.

You can tell when an a/b test has normalized and the noise of adding a new experience has leveled out when your experiences come back to an even split.

This is the principal behind A/A tests as well. If you run an A/A/B Test you know you can call it when you have significance and the A cells have leveled to 50/50 on traffic and conversion.

Let me know if you have questions

Russ

Level 5

This makes perfect sense. Thanks,

Ali