content-experimentation-best-practices

Covers experiment design, statistical analysis, and CMS-managed variant setup for content A/B and multivariate testing. Includes hypothesis frameworks, sample size calculation, p-values, confidence intervals, and a catalog of 17 common pitfalls across design, execution, and interpretation. Addresses both the statistics layer and the CMS integration layer. Instead of discovering flawed experiment design after the fact, this gives you the statistical and CMS-specific guidance upfront so you don't have to reverse-engineer why your results are inconclusive.