The AB test results had come in, and the result was inconclusive. The Conversion Sciences team was disappointed. They thought the change would increase revenue. What they didn’t know what that the top-level results were lying. While we can learn something from inconclusive tests, it’s the winners that we love. Winners increase revenue, and that feels good. The team looked…
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Posts by Brian Massey:
10 CRO Experts Explain How To Profitably Analyze AB Test Results
The 7 Core AB Testing Strategies That Are Fundamentally Essential To CRO Success
This is your guide to testing strategies. I present seven strategies. For each, I tell you when to use it, where on the site to test, what to test, and pitfalls to be careful about.
Fitt’s Law Says Button Design is Like Shooting Pool
According to Fitt’s Law, clicking a button on your site can be modeled like a pool shot. It’s a fun way of saying that you should make buttons big and put them where the visitor expects them to be. If you’re looking for good ideas for testing button design, consider the game of pool. Most of…
Multivariate Testing: Promise and Pitfalls for High-Traffic Websites
Multivariate testing offers high-traffic websites the ability to find the right combination of features and creative ideas to maximize conversion rates. However, it is not sufficient to simply throw a bunch of ideas into a pot and start testing. This article defines what a multivariate test is, explains the advantages and pitfalls of this kind of testing, and offers some ideas for the future.
The Hero’s Journey to an Amazing AB Testing Program
A successful AB testing program offers immense rewards, but the path is that of a hero. Brian Massey shows you what you’ll encounter.
4 Mobile AB Testing Ideas that Worked for Our Clients
This Mobile AB Testing Guide offers 4 specific tests that have proven to work based on hundreds of Conversion Sciences tests.
AB Testing Results are Half-Filled with Losers, and That’s a Good Thing
Skilled conversion optimizers achieve positive results in hypothesis testing half the time. But they value negative results just as highly.
AB Testing Tools used by Retail Electronics Websites
What percentage of electronics retailers are utilizing AB Testing Tools and other optimization tools to get an advantage? This is a report card on the industry completed in partnership with Marketizator.
Testing Email Can Be Misleading (How to Avoid Bad Decisions)
I’m fond of saying that AB testing, or split testing, is the “Supreme Court” of data collection. An AB test gives us the most reliable information about a change to our site. It controls for a number of variables that can taint our data. Things change over time. You might make a change to your…
Four Things You Can Do With an Inconclusive A/B Test
When your A/B test offers inconclusive results, they’re still giving you a lot of information. What do you do with the “meh” intel?