How do I analyze A/B test results?

Analyzing A/B test results requires looking at both statistical and practical significance. Check if results are statistically significant using your testing platform's tools or calculators. Look at conversion rates, not just raw numbers. Consider segment analysis—did the test perform differently for different user groups? Check for external factors that might have influenced results (holidays, campaigns, etc.). Ensure you've run the test long enough to capture full business cycles. Look at secondary metrics too—did the change affect other important metrics? Finally, assess practical significance—is the improvement worth the implementation effort? Document learnings for future tests.