Understanding p-Values, Peeking, and Optional Stopping in A/B Testing

This article explains the pitfalls of relying on p-values in scientific and business experiments, from common misconceptions to deliberate misuse like p-hacking. It explores how optional stopping and peeking in A/B tests inflate false positive rates, undermining the validity of results. The piece argues for safer statistical testing methods that allow continuous monitoring while keeping error rates under control.