I've got some documents up describing the Bayesian approach to testing: https://www.chrisstucchio.com/pubs/slides/gilt_bayesian_ab_2015/slides.html https://www

I've got some documents up describing the Bayesian approach to testing: https://www.chrisstucchio.com/pubs/slides/gilt_bayesian_ab_2015/slides.html https://www.chrisstucchio.com/pubs/slides/gilt_bayesian_ab_2... https://cdn2.hubspot.net/hubfs/310840/VWO_SmartStats_technical_whitepaper.pdf https://cdn2.hubspot.net/hubfs/310840/VWO_SmartStats_technic... In my view this is the most comprehensible approach to A/B testing, and it answers the questions people really want answered. Disclaimer: I'm the director of data science at VWO and this is the approach our new A/B testing engine uses.