@miranda0808/maya-codex 0.1.0

package/payload/.agents/skills/ab-test-setup/references/sample-size-guide.md

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+# Sample Size Guide
+
+Reference for calculating sample sizes and test duration.
+
+## Contents
+- Sample Size Fundamentals (required inputs, what these mean)
+- Sample Size Quick Reference Tables
+- Duration Calculator (formula, examples, minimum duration rules, maximum duration guidelines)
+- Online Calculators
+- Adjusting for Multiple Variants
+- Common Sample Size Mistakes
+- When Sample Size Requirements Are Too High
+- Sequential Testing
+- Quick Decision Framework
+
+## Sample Size Fundamentals
+
+### Required Inputs
+
+1. **Baseline conversion rate**: Your current rate
+2. **Minimum detectable effect (MDE)**: Smallest change worth detecting
+3. **Statistical significance level**: Usually 95% (α = 0.05)
+4. **Statistical power**: Usually 80% (β = 0.20)
+
+### What These Mean
+
+**Baseline conversion rate**: If your page converts at 5%, that's your baseline.
+
+**MDE (Minimum Detectable Effect)**: The smallest improvement you care about detecting. Set this based on:
+- Business impact (is a 5% lift meaningful?)
+- Implementation cost (worth the effort?)
+- Realistic expectations (what have past tests shown?)
+
+**Statistical significance (95%)**: Means there's less than 5% chance the observed difference is due to random chance.
+
+**Statistical power (80%)**: Means if there's a real effect of size MDE, you have 80% chance of detecting it.
+
+---
+
+## Sample Size Quick Reference Tables
+
+### Conversion Rate: 1%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (1% → 1.05%) | 1,500,000 | 3,000,000 |
+| 10% (1% → 1.1%) | 380,000 | 760,000 |
+| 20% (1% → 1.2%) | 97,000 | 194,000 |
+| 50% (1% → 1.5%) | 16,000 | 32,000 |
+| 100% (1% → 2%) | 4,200 | 8,400 |
+
+### Conversion Rate: 3%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (3% → 3.15%) | 480,000 | 960,000 |
+| 10% (3% → 3.3%) | 120,000 | 240,000 |
+| 20% (3% → 3.6%) | 31,000 | 62,000 |
+| 50% (3% → 4.5%) | 5,200 | 10,400 |
+| 100% (3% → 6%) | 1,400 | 2,800 |
+
+### Conversion Rate: 5%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (5% → 5.25%) | 280,000 | 560,000 |
+| 10% (5% → 5.5%) | 72,000 | 144,000 |
+| 20% (5% → 6%) | 18,000 | 36,000 |
+| 50% (5% → 7.5%) | 3,100 | 6,200 |
+| 100% (5% → 10%) | 810 | 1,620 |
+
+### Conversion Rate: 10%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (10% → 10.5%) | 130,000 | 260,000 |
+| 10% (10% → 11%) | 34,000 | 68,000 |
+| 20% (10% → 12%) | 8,700 | 17,400 |
+| 50% (10% → 15%) | 1,500 | 3,000 |
+| 100% (10% → 20%) | 400 | 800 |
+
+### Conversion Rate: 20%
+
+| Lift to Detect | Sample per Variant | Total Sample |
+|----------------|-------------------|--------------|
+| 5% (20% → 21%) | 60,000 | 120,000 |
+| 10% (20% → 22%) | 16,000 | 32,000 |
+| 20% (20% → 24%) | 4,000 | 8,000 |
+| 50% (20% → 30%) | 700 | 1,400 |
+| 100% (20% → 40%) | 200 | 400 |
+
+---
+
+## Duration Calculator
+
+### Formula
+
+```
+Duration (days) = (Sample per variant × Number of variants) / (Daily traffic × % exposed)
+```
+
+### Examples
+
+**Scenario 1: High-traffic page**
+- Need: 10,000 per variant (2 variants = 20,000 total)
+- Daily traffic: 5,000 visitors
+- 100% exposed to test
+- Duration: 20,000 / 5,000 = **4 days**
+
+**Scenario 2: Medium-traffic page**
+- Need: 30,000 per variant (60,000 total)
+- Daily traffic: 2,000 visitors
+- 100% exposed
+- Duration: 60,000 / 2,000 = **30 days**
+
+**Scenario 3: Low-traffic with partial exposure**
+- Need: 15,000 per variant (30,000 total)
+- Daily traffic: 500 visitors
+- 50% exposed to test
+- Effective daily: 250
+- Duration: 30,000 / 250 = **120 days** (too long!)
+
+### Minimum Duration Rules
+
+Even with sufficient sample size, run tests for at least:
+- **1 full week**: To capture day-of-week variation
+- **2 business cycles**: If B2B (weekday vs. weekend patterns)
+- **Through paydays**: If e-commerce (beginning/end of month)
+
+### Maximum Duration Guidelines
+
+Avoid running tests longer than 4-8 weeks:
+- Novelty effects wear off
+- External factors intervene
+- Opportunity cost of other tests
+
+---
+
+## Online Calculators
+
+### Recommended Tools
+
+**Evan Miller's Calculator**
+https://www.evanmiller.org/ab-testing/sample-size.html
+- Simple interface
+- Bookmark-worthy
+
+**Optimizely's Calculator**
+https://www.optimizely.com/sample-size-calculator/
+- Business-friendly language
+- Duration estimates
+
+**AB Test Guide Calculator**
+https://www.abtestguide.com/calc/
+- Includes Bayesian option
+- Multiple test types
+
+**VWO Duration Calculator**
+https://vwo.com/tools/ab-test-duration-calculator/
+- Duration-focused
+- Good for planning
+
+---
+
+## Adjusting for Multiple Variants
+
+With more than 2 variants (A/B/n tests), you need more sample:
+
+| Variants | Multiplier |
+|----------|------------|
+| 2 (A/B) | 1x |
+| 3 (A/B/C) | ~1.5x |
+| 4 (A/B/C/D) | ~2x |
+| 5+ | Consider reducing variants |
+
+**Why?** More comparisons increase chance of false positives. You're comparing:
+- A vs B
+- A vs C
+- B vs C (sometimes)
+
+Apply Bonferroni correction or use tools that handle this automatically.
+
+---
+
+## Common Sample Size Mistakes
+
+### 1. Underpowered tests
+**Problem**: Not enough sample to detect realistic effects
+**Fix**: Be realistic about MDE, get more traffic, or don't test
+
+### 2. Overpowered tests
+**Problem**: Waiting for sample size when you already have significance
+**Fix**: This is actually fine—you committed to sample size, honor it
+
+### 3. Wrong baseline rate
+**Problem**: Using wrong conversion rate for calculation
+**Fix**: Use the specific metric and page, not site-wide averages
+
+### 4. Ignoring segments
+**Problem**: Calculating for full traffic, then analyzing segments
+**Fix**: If you plan segment analysis, calculate sample for smallest segment
+
+### 5. Testing too many things
+**Problem**: Dividing traffic too many ways
+**Fix**: Prioritize ruthlessly, run fewer concurrent tests
+
+---
+
+## When Sample Size Requirements Are Too High
+
+Options when you can't get enough traffic:
+
+1. **Increase MDE**: Accept only detecting larger effects (20%+ lift)
+2. **Lower confidence**: Use 90% instead of 95% (risky, document it)
+3. **Reduce variants**: Test only the most promising variant
+4. **Combine traffic**: Test across multiple similar pages
+5. **Test upstream**: Test earlier in funnel where traffic is higher
+6. **Don't test**: Make decision based on qualitative data instead
+7. **Longer test**: Accept longer duration (weeks/months)
+
+---
+
+## Sequential Testing
+
+If you must check results before reaching sample size:
+
+### What is it?
+Statistical method that adjusts for multiple looks at data.
+
+### When to use
+- High-risk changes
+- Need to stop bad variants early
+- Time-sensitive decisions
+
+### Tools that support it
+- Optimizely (Stats Accelerator)
+- VWO (SmartStats)
+- PostHog (Bayesian approach)
+
+### Tradeoff
+- More flexibility to stop early
+- Slightly larger sample size requirement
+- More complex analysis
+
+---
+
+## Quick Decision Framework
+
+### Can I run this test?
+
+```
+Daily traffic to page: _____
+Baseline conversion rate: _____
+MDE I care about: _____
+
+Sample needed per variant: _____ (from tables above)
+Days to run: Sample / Daily traffic = _____
+
+If days > 60: Consider alternatives
+If days > 30: Acceptable for high-impact tests
+If days < 14: Likely feasible
+If days < 7: Easy to run, consider running longer anyway
+```

package/payload/.agents/skills/ab-test-setup/references/test-templates.md

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+# A/B Test Templates Reference
+
+Templates for planning, documenting, and analyzing experiments.
+
+## Contents
+- Test Plan Template
+- Results Documentation Template
+- Test Repository Entry Template
+- Quick Test Brief Template
+- Stakeholder Update Template
+- Experiment Prioritization Scorecard
+- Hypothesis Bank Template
+
+## Test Plan Template
+
+```markdown
+# A/B Test: [Name]
+
+## Overview
+- **Owner**: [Name]
+- **Test ID**: [ID in testing tool]
+- **Page/Feature**: [What's being tested]
+- **Planned dates**: [Start] - [End]
+
+## Hypothesis
+
+Because [observation/data],
+we believe [change]
+will cause [expected outcome]
+for [audience].
+We'll know this is true when [metrics].
+
+## Test Design
+
+| Element | Details |
+|---------|---------|
+| Test type | A/B / A/B/n / MVT |
+| Duration | X weeks |
+| Sample size | X per variant |
+| Traffic allocation | 50/50 |
+| Tool | [Tool name] |
+| Implementation | Client-side / Server-side |
+
+## Variants
+
+### Control (A)
+[Screenshot]
+- Current experience
+- [Key details about current state]
+
+### Variant (B)
+[Screenshot or mockup]
+- [Specific change #1]
+- [Specific change #2]
+- Rationale: [Why we think this will win]
+
+## Metrics
+
+### Primary
+- **Metric**: [metric name]
+- **Definition**: [how it's calculated]
+- **Current baseline**: [X%]
+- **Minimum detectable effect**: [X%]
+
+### Secondary
+- [Metric 1]: [what it tells us]
+- [Metric 2]: [what it tells us]
+- [Metric 3]: [what it tells us]
+
+### Guardrails
+- [Metric that shouldn't get worse]
+- [Another safety metric]
+
+## Segment Analysis Plan
+- Mobile vs. desktop
+- New vs. returning visitors
+- Traffic source
+- [Other relevant segments]
+
+## Success Criteria
+- Winner: [Primary metric improves by X% with 95% confidence]
+- Loser: [Primary metric decreases significantly]
+- Inconclusive: [What we'll do if no significant result]
+
+## Pre-Launch Checklist
+- [ ] Hypothesis documented and reviewed
+- [ ] Primary metric defined and trackable
+- [ ] Sample size calculated
+- [ ] Test duration estimated
+- [ ] Variants implemented correctly
+- [ ] Tracking verified in all variants
+- [ ] QA completed on all variants
+- [ ] Stakeholders informed
+- [ ] Calendar hold for analysis date
+```
+
+---
+
+## Results Documentation Template
+
+```markdown
+# A/B Test Results: [Name]
+
+## Summary
+| Element | Value |
+|---------|-------|
+| Test ID | [ID] |
+| Dates | [Start] - [End] |
+| Duration | X days |
+| Result | Winner / Loser / Inconclusive |
+| Decision | [What we're doing] |
+
+## Hypothesis (Reminder)
+[Copy from test plan]
+
+## Results
+
+### Sample Size
+| Variant | Target | Actual | % of target |
+|---------|--------|--------|-------------|
+| Control | X | Y | Z% |
+| Variant | X | Y | Z% |
+
+### Primary Metric: [Metric Name]
+| Variant | Value | 95% CI | vs. Control |
+|---------|-------|--------|-------------|
+| Control | X% | [X%, Y%] | — |
+| Variant | X% | [X%, Y%] | +X% |
+
+**Statistical significance**: p = X.XX (95% = sig / not sig)
+**Practical significance**: [Is this lift meaningful for the business?]
+
+### Secondary Metrics
+
+| Metric | Control | Variant | Change | Significant? |
+|--------|---------|---------|--------|--------------|
+| [Metric 1] | X | Y | +Z% | Yes/No |
+| [Metric 2] | X | Y | +Z% | Yes/No |
+
+### Guardrail Metrics
+
+| Metric | Control | Variant | Change | Concern? |
+|--------|---------|---------|--------|----------|
+| [Metric 1] | X | Y | +Z% | Yes/No |
+
+### Segment Analysis
+
+**Mobile vs. Desktop**
+| Segment | Control | Variant | Lift |
+|---------|---------|---------|------|
+| Mobile | X% | Y% | +Z% |
+| Desktop | X% | Y% | +Z% |
+
+**New vs. Returning**
+| Segment | Control | Variant | Lift |
+|---------|---------|---------|------|
+| New | X% | Y% | +Z% |
+| Returning | X% | Y% | +Z% |
+
+## Interpretation
+
+### What happened?
+[Explanation of results in plain language]
+
+### Why do we think this happened?
+[Analysis and reasoning]
+
+### Caveats
+[Any limitations, external factors, or concerns]
+
+## Decision
+
+**Winner**: [Control / Variant]
+
+**Action**: [Implement variant / Keep control / Re-test]
+
+**Timeline**: [When changes will be implemented]
+
+## Learnings
+
+### What we learned
+- [Key insight 1]
+- [Key insight 2]
+
+### What to test next
+- [Follow-up test idea 1]
+- [Follow-up test idea 2]
+
+### Impact
+- **Projected lift**: [X% improvement in Y metric]
+- **Business impact**: [Revenue, conversions, etc.]
+```
+
+---
+
+## Test Repository Entry Template
+
+For tracking all tests in a central location:
+
+```markdown
+| Test ID | Name | Page | Dates | Primary Metric | Result | Lift | Link |
+|---------|------|------|-------|----------------|--------|------|------|
+| 001 | Hero headline test | Homepage | 1/1-1/15 | CTR | Winner | +12% | [Link] |
+| 002 | Pricing table layout | Pricing | 1/10-1/31 | Plan selection | Loser | -5% | [Link] |
+| 003 | Signup form fields | Signup | 2/1-2/14 | Completion | Inconclusive | +2% | [Link] |
+```
+
+---
+
+## Quick Test Brief Template
+
+For simple tests that don't need full documentation:
+
+```markdown
+## [Test Name]
+
+**What**: [One sentence description]
+**Why**: [One sentence hypothesis]
+**Metric**: [Primary metric]
+**Duration**: [X weeks]
+**Result**: [TBD / Winner / Loser / Inconclusive]
+**Learnings**: [Key takeaway]
+```
+
+---
+
+## Stakeholder Update Template
+
+```markdown
+## A/B Test Update: [Name]
+
+**Status**: Running / Complete
+**Days remaining**: X (or complete)
+**Current sample**: X% of target
+
+### Preliminary observations
+[What we're seeing - without making decisions yet]
+
+### Next steps
+[What happens next]
+
+### Timeline
+- [Date]: Analysis complete
+- [Date]: Decision and recommendation
+- [Date]: Implementation (if winner)
+```
+
+---
+
+## Experiment Prioritization Scorecard
+
+For deciding which tests to run:
+
+| Factor | Weight | Test A | Test B | Test C |
+|--------|--------|--------|--------|--------|
+| Potential impact | 30% | | | |
+| Confidence in hypothesis | 25% | | | |
+| Ease of implementation | 20% | | | |
+| Risk if wrong | 15% | | | |
+| Strategic alignment | 10% | | | |
+| **Total** | | | | |
+
+Scoring: 1-5 (5 = best)
+
+---
+
+## Hypothesis Bank Template
+
+For collecting test ideas:
+
+```markdown
+| ID | Page/Area | Observation | Hypothesis | Potential Impact | Status |
+|----|-----------|-------------|------------|------------------|--------|
+| H1 | Homepage | Low scroll depth | Shorter hero will increase scroll | High | Testing |
+| H2 | Pricing | Users compare plans | Comparison table will help | Medium | Backlog |
+| H3 | Signup | Drop-off at email | Social login will increase completion | Medium | Backlog |
+```