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Airbnb checkout nudge: the full A/B design

Asked atAirbnb
1Give yourself 5 minutes
2Answer out loud, not in your head
3Then compare with the answer below

Reference answer

Then expect these follow-ups

  • "If only 60% of the required traffic arrives, what do you do?

  • " "If contamination rises to 5%, do you trust the readout?

  • " "If the nudge renders for only 70% of assigned-treatment guests, how do ITT and TOT diverge, and which one drives the ship decision vs the per-user efficacy story?

  • " "Treatment is positive overall but you suspect harm on low-end devices - how do you detect a harmful subgroup without p-hacking?

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