http://www.evanmiller.org/how-not-to-run-an-ab-test.html gives a good explanatio... | Hacker News

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joosters on Feb 23, 2014 | parent | context | favorite | on: Most Winning A/B Test Results are Illusory [pdf]

http://www.evanmiller.org/how-not-to-run-an-ab-test.html gives a good explanation about how this can ruin your tests.

darkxanthos on Feb 27, 2014 [–]

He even says this is possible via Bayesian experiment design:

FTA: Bayesian experiment design: With Bayesian experiment design you can stop your experiment at any time and make perfectly valid inferences.

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