Statistical confidence is the degree of assurance that an observed difference reflects a real effect rather than random variation. In causal questions, randomized controlled trials and A/B tests provide the most reliable basis for establishing that confidence. section 1.3.4
Website design test
An A/B test may show that a new website produces more visits than the old design, supporting a causal difference with statistical confidence. If the design changes many things, the test cannot identify which change caused the result. If the change is small, detecting its effect may require a very large group. section 1.3.4
