We solemnly promise that each bit of content you read here
is thoughtfully curated or crafted by a human, for a human. We spend hundreds of hours every month speaking to experts with decades of experience. Our blogs are more a journalistic report on the state of experimentation than a single perspective article. Enjoy!
One of the ways businesses hurt themselves most in the analytics department is by only setting up one type of goal. And I know exactly what type they already set up without even looking at it. Bottom of funnel goals. When done right, top and middle funnel goals are...
When done right, a website survey can be one of the most powerful ways to understand the intent of users on a website. But why are they hardly ever used? And when they are, they are usually executed poorly. (Think NPS surveys where you care more about using the...
A/B tests are the gold standard of evidence-based decision-making for marketers, growth leaders, product managers, and all other business functions. Finding a platform that can help you run controlled experiments, however, isn’t so straightforward. There are 200+ tools available. Each serves a unique user segment, prices plans by different...
We all want to make good data-driven decisions from our experiments. After all, that’s why we run experiments in the first place. But how many of us actually feel confident navigating the complexities of p-values and standard deviations to make truly well-informed and confident choices from our test results?...
Sharp, conclusive results you can trust, or diluted results that take too long to reach statistical significance? That’s the two-sided coin of thinking consciously about targeting and triggering in A/B testing vs not doing that. Targeting defines who is included in the experiment, and triggering decides when the variation...
If you’re planning to halt your A/B testing program for the holidays, you may be missing the most wonderful time of the year to capture customer insights. While it’s true – the holiday season is very different from rest-of-year, and shifts in traffic and customer behavior can pollute your...
