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ab test
https://reflectivedata.com/comprehensive-guide-to-statistics-in-a-b-testing/
https://cdn2.hubspot.net/hubfs/310840/VWO_SmartStats_technical_whitepaper.pdf
https://www.slideshare.net/cojette/ab-150118831
https://onlinemix.tistory.com/entry/significant-result-from-ab-testing
https://is.muni.cz/th/wt0tu/Humaj-thesis.pdf
https://cxl.com/blog/ab-testing-guide/
https://hbr.org/2017/06/a-refresher-on-ab-testing
Sample size calculation for two independent Groups
https://www.researchgate.net/publication/287927836_Sample_Size_Calculation_for_Two_Independent_Groups_A_Useful_Rule_of_Thumb
Discussion