P-value

P-value: A p-value in marketing A/B testing is a statistical measure that helps determine whether the difference in conversion rates between two versions of a page is statistically significant or just due to chance. It represents the probability that the differences observed occurred randomly. Typically, if the p-value is less than 0.05 (5%), it is considered statistically significant, indicating that it's highly unlikely the observed difference happened due to chance alone.