You want to run a test. For this purpose you design 10 alternatives that you want to compare, one against the other. You start the test, and wait until you have statistically significant results. Eventually you see that version three is better than the control and provides a significant lift of 5%. You notice that the confidence interval of this version is 3%. Without diving into complex statistics, you understand that it means that the actual lift can probably range between 2% to 8%.
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