Statistical Significance Is Not Business Significance
Interpret a statistically significant A/B result alongside confidence interval, effect size, and practical value.
A significant result can still be too small to matter. Statistical significance tells you the observed result would be unlikely under the null hypothesis, given the test design. It does not tell you the effect is large, profitable, durable, or worth the operational cost. With very large samples, tiny effects can become statistically significant. Business significance asks a different question: does the confidence interval include effects that matter? For A/B testing, a mature readout pairs the p-value or significance flag with absolute lift, relative lift, confidence interval, sample size, and guardrails. The decision is made on the total package: evidence…
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