Adjusting for covariates and baseline differences in A/B testing

Background A/B Testing is a term typically use in commercial settings to refer to the analysis and design of controlled experiments. Typically introductory posts on A/B Testing focus on simple between-subject randomised controlled trials (RCTs). In such experiments, participants (e.g. users, customers) are randomised into one of two groups. One group gets some treatment (e.g. a voucher code) and the other receives nothing (‘business-as-usual’), or some lesser treatment without the feature the trial is aiming to investigate. [Read More]