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I have meant to write this post for a long time. There has been a lot written about one-tailed vs. two-tailed tests. However, most of the articles approach the topic from a purely statistical perspective providing many formulas but do not show how to do the calculations. Others articles approach the issue from a high-level business perspective. So, here is my attempt to delve deep into the topic. Some sections in this article are heavy on stats and formulas. If you are not interested in these, you can skip them! Special thanks to our data sciences team …

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The quality of insights that you can expect to glean from clickstream data is directly dependent upon the quality of meta-data that you can attach to visitor sessions taking place on your digital platforms.

Visits, page views, bounce rates, cart abandonment etc. are all great metrics but their utility wanes when it comes to their ability to provide any actionable intelligence about advanced efficiency metrics (attribution, channel ROI etc.) and effectiveness metrics (think strategic business outcomes like market share, category growth etc.).

Advanced metrics inevitably require combining data from various sources and businesses to make …

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Prof Sheen Iyengar of Colombia University is one of the world’s leading experts on the psychology of humans when it comes a choice.

She conducted experiments early in her tenure that was groundbreaking. She set up a tasting table at a grocery store offering visitors a taste from an assortment of 24 different jams. 60% of the shoppers stopped by and took a taste. But then she set up a table with just 6 flavors. A lesser amount of 40% of shoppers stopped by and took a taste.

But the kicker was that 30% of …

There are hundreds of case studies and examples on AB testing, explaining what makes it highly useful for conversion optimization. While AB testing is important, it is a mere component of the overall CRO process. What’s critical to keep in mind is not dive into AB testing right away until you know everything about interpreting, analyzing, and understanding test results.

AB testing isn’t foolproof and like anything in statistics, results can simply be wrong. But the more you know about what makes a test valid, and basic statistical concepts, the more likely it is that you will not face …

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Test this, test that…and always be testing.

As I listened to one speaker after the next, I wondered why a client would hire them in the first place. If you are a CRO agency, and the best advice you can provide to attendees in a conference is to test this and test that, then I am not sure why these companies would hire you in the first place.

All you need to do is start AB testing, find that one fantastic test that will take you from absolute anonymity to an overnight web success…that is what brings most …

A conversion optimization project is typically divided into four different phases that intertwine:

Scrutinize stage: You conduct various activities to determine possible testing areas on a platform or campaign Hypothesis: you create a hypothesis for the different testing ideas identified during the scrutinize phase Implement: you validate your hypothesis through the process of AB or usability testing Propagate: you look for insights, share them within the organization, across marketing channels and verticals

As you go through the process of identifying conversion issues on your website (scrutinize), you can easily identify anywhere from 150 to 250 possible test scenarios. Shana Rusonis …

Customers don’t think like we do. And similarly, what we may think looks or sounds right for our company and website, or what may be a primary motivator of visitors, could (and is most likely) completely off.

Elizabeth Wellington explains;

“Customers give information that reveals their attitudes (how they think they should behave) rather than behaviors (how they actually make decisions)”

But conversions and the path that leads to those conversions is highly driven by the customer. The image of a funnel is what comes to mind when many think of conversions, however, because the customer is irrational and highly distracted, …

Wild guesses and opinions often only result in delusional outcomes. Though opinions are by far the most widely accepted truth, they rarely are factual. It is a better practice to lean on deductive reasoning and logic instead of guesswork. But how do you arrive at what is labeled as a fact or a valid statement? Experimentation is the key.

Businesses realize the importance of scientific experimentation and testing. Many product-based enterprises have imbibed experimentation in their organizational culture. The reason – innovation cannot result without experimentation. Moreover, though there are millions of ideas that spur every minute, every hour, it …