Hillsdale College
Validating a series of experiment results using an A/A experiment
Experiment ID: #1905
Hillsdale College
Experiment Summary
Timeframe: 08/14/2015 - 08/19/2015
After a series of experiments to optimize the Imprimis survey, we started to believe the new ATA survey template may be causing errors. We decided to run a straight A/A test where both the control and treatment were identical. If we still managed to create a statistically significant lift, we would know the template was causing errors.
Research Question
Is there an instrumentation error that has prevented the new ATA template from properly validating an experiment?
Design
C: ATA Template
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T1: ATA Template
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift |
---|
C: | ATA Template | 3.0% | | | $40.90 |
T1: | ATA Template | 3.8% | 28.9% | 91.9% | $35.67 |
This experiment has a required sample size of
3,444 in order to be valid. Since the experiment had a total sample size of
5,464, and
the level of confidence is not above 95% the experiment results are
not valid.
Key Learnings
The experiment produced two statistically valid lifts for both donations and number of survey completions. This result leads us to the conclusion that the new template must be causing issues with the way the A/B testing platform is collecting data. Most likely, this is the result of how the survey was added to the page in an iFrame. The results of all previous experiments should be ignored.