Should an email subject line highlight a discount or a new product? Should a checkout page have fewer steps? Businesses can use A/B testing to compare alternatives and measure how a change affects consumer behavior. What is A/B testing? Imagine an online store wants more customers to click its promotional emails. It randomly assigns recipients to two groups. One receives a subject line highlighting a discount; the other receives a subject line highlighting a new product. The

How can one draw a conclusion from statistical data that holds true across all members of a given population? This is where sampling...