A/B Testing - The Hybrid Statistical Approach: Using Frequentist & Bayesian approach

As a marketer, you'll no doubt have run A/B tests and acted on their results - but how much do you know about how these results are deemed reliable? This publication covers the two main approaches to A/B testing: Frequentist and Bayesian, and explains why at Convertize we think you shouldn't have to choose.While Frequentist is faster, Bayesian can be more reliable. Wanting to utilise the benefits of each method, we have created a "hybrid" approach to A/B testing, providing users of our platform with reliable results as quickly as possible.