The Peeking Pitfall That Invalidates Most A-B Tests

Lucas and Luna dig into the 'peeking problem' in A-B testing: why checking your results early—even once—can inflate your false-positive rate from 5% to over 50%. They break down the math with a concrete example from a 10,000-visitor test, explain how sequential testing and fixed-horizon designs fix the issue, and share a real case where a marketing team launched a losing variant because they peeked at day three. By the end, you'll know exactly when to resist the urge to look at your test results. #A-BTesting #PeekingProblem #StatisticalValidity #CRO #ConversionRateOptimization #DataScience #MarketingAnalytics #SequentialTesting #FalsePositives #HypothesisTesting #Marketing #Experimentation #Statistics #DigitalMarketing #FexingoBusiness #BusinessPodcast #LucasAndLuna #CROStrategy Keep every episode free: buymeacoffee.com/fexingo