B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
77%
77% -- share of tests showing confident result with no real difference for frequentist A/B tests with peeking (2026)
In frequentist A/B tests with daily peeking where there was zero real difference between variants, 77% still showed a confident result according to a University of British Columbia study.
- Applies to traditional/frequentist A/B tests when checked/peeked daily when there is zero real difference
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Lighthouse Research Team
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Evidence graded
Value
77%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
University of British Columbia
Primary
Tier B
https://kirro.io/bayesian-ab-testing ↗
Source Article
Bayesian A/B testing: when it helps (and when it doesn't)
Bayesian A/B testing measures which version of a page works better using a probability that updates as data comes in. Instead of waiting for some magic number of visitors, you get a running answer: “Version B has an 89% chance of getting more signups.”
That’s it. No statistics degree required.
Peopl…
Original Research
University of British Columbia
· Original study ↗
Methodology
Simulation study from the University of British Columbia
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
frequentist A/B tests with peeking: 77% share of tests showing confident result with no real difference. Source: University of British Columbia (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ubc-zero-difference-77pct-confident
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<blockquote cite="https://lighthousedata.io/data/ubc-zero-difference-77pct-confident" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>77%</strong> -- share of tests showing confident result with no real difference for frequentist A/B tests with peeking<br><small>Source: University of British Columbia (2026) · <a href="https://lighthousedata.io/data/ubc-zero-difference-77pct-confident" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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