Conversion Sciences Blog

AB Testing Statistics

AB Testing Statistics: An Intuitive Guide For Non-Mathematicians

Here’s the deal. You simply cannot AB test effectively without a sound understanding of AB testing statistics. And while there has been a lot of exceptional content written on AB testing statistics, I’ve found that most of these articles are either overly simplistic or they get very complex without anchoring each concept to a bigger picture. Today, I’m…

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what-is-ab-testing

AB Test Intro: What is AB Testing?

Sign Up For Our Free CRO Course AB testing, also referred to as “split” or “ABn” testing, is the process of testing multiple variations of a web page in order to identify higher-performing variations and improve the page’s conversion rate. As the web has become increasingly competitive and traffic has become increasingly expensive, the rate…

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Don't let correlations steamroll causation.

Correlation, Causation, and Their Impact on AB Testing

Correlation and causation are two very different things. Often correlation is at work while the causation is not. By understanding how to identify them, we can master correlation, causation and the decisions they drive. In 2008, Hurricane Ike stormed his way through the Gulf of Mexico, striking the coasts of Texas and Louisiana. This powerful Category 3 hurricane took 112 lives,…

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Multivariate Testing for High-traffic Websites

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.

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