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Power Analysis is Essential: High-Powered Tests Suggest Minimal to No Effect of Rounded Shapes on Click-Through Rates

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Author
  • Ron Kohavi
  • Jakub Linowski
  • Lukas Vermeer
  • Fabrice Boisseranc
  • Joachim Furuseth
  • Andrew Gelman
  • Guido Imbens
  • and Ravikiran Rajagopal
Keywords A/B test,online controlled experiment,winner’s curse,replication crisis,reproducibility crisis,Sample Ratio Mismatch (SRM),call-to-action (CTA) buttons,virtual element shapes.
Volume Number 23
Issue Number 1
Pages 139–172
File URL Power Analysis is Essential: High-Powered Tests Suggest Minimal to No Effect of Rounded Shapes on Click-Through Rates
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Publication year 2026

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  1. A fourth replication of the pattern was reported by us recently at https://bit.ly/roundedCornersPatternMetroPost, adding evidence to this replication effort.

    With a sample of over 7.4 million users (vs. under 1,000 in the original study), the estimated lift was -0.07% (p-value 0.83), so consistent with the null hypothesis of no effect.

    by Ron Kohavi

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