analytics-dictionary / term / experimentation

Win rate

Win rate is the percentage of experiments that produce a significant improvement.

Written by Reflective Data experts · updated Oct 5, 2026

Mature programs commonly see a minority of tests win, so a modest win rate is normal. Learning from losing and flat tests is where much of the value lies.

A very high win rate can be a warning sign of weak statistics.

Experiment velocity Experimentation program Statistical significance

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Feature flag

A feature flag is a switch in code that turns a feature on or off for…

growthbook.md

GrowthBook

GrowthBook is an open-source experimentation and feature flagging platform that works with your own data warehouse.

variance-reduction.md

Variance reduction

Variance reduction techniques make experiments more sensitive, so they reach conclusions with less data.

ab-tasty.md

AB Tasty

AB Tasty is an experimentation and personalisation platform for web and product teams.

ab-test.md

A/B test

An A/B test compares two versions of something by showing each to a random group of…

personalization.md

Personalization

Personalization tailors content or offers to individual users or segments, based on their behaviour or attributes.

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