Neil Menne on Trustworthy Online Controlled Experiments: Five Puzzling Outcomes

Paper:
http://www.exp-platform.com/Documents/puzzlingOutcomesInControlledExperiments.pdf

Summary:
Designing experiments for the web is hard. Making sound business decisions without validation is even harder. This paper looks at experiments that had confusing/misleading/puzzling results. We’ll deconstruct the experiments and the relevant terminology in order to craft better experiences ourselves.

Bio:
Neil Menne is an engineer at Pylon ai where he has been working on how to manage experiments in conversational experiences and other fun, interesting things.

Also:
this is a good way