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Overgeneralization in A/B testing
Overgeneralization is a mistake in interpreting the outcomes of online controlled experiments (a.k.a. A/B tests) that can have a detrimental impact on...
The Business Value of A/B Testing
Several charges are commonly thrown at A/B testing while considering it or even after it has become standard practice in a company. They may come from...
A Comprehensive Guide to Observed Power (Post Hoc Power)
“Observed power”, “Post hoc Power”, and “Retrospective power” all refer to the statistical power of a statistical significance test to detect a true effect...
What if the Observed Effect is Smaller Than the MDE?
The above is a question asked by some practitioners of A/B testing, as well as a number of their clients when examining the outcome of an online controlled...
Using Observed Power in Online A/B Tests
Observed power, often referred to as “post hoc power” and “retrospective power” is the statistical power of a test to detect a true effect equal to the...
Stop AbUsing the Mann-Whitney U Test (MWU)
The Mann Whitney U Test (MWU), also known as the Wilcoxon Rank Sum Test and the Mann-Whitney-Wilcoxon Test, continues to be advertised as the go-to test...
Q&A on Sequential Statistics in A/B Testing
Sequential statistics are gathering interest and there are more and more questions posed by CROs looking into the matter. For this article I teamed up...
Sequential Testing is About Improving Business Returns
A central feature of sequential testing is the idea of stopping “early”, as in “earlier compared to an equivalent fixed-sample size test”. This allows...
False Positive Risk in A/B Testing
Have you heard how there is a much greater probability than generally expected that a statistically significant test outcome is in fact a false positive...
A lightweight Google Analytics 4 integration
Google Analytics 4 has been a let down in many aspects based on every discussion I’ve seen and had with professionals of all stripes – marketers, advertising...
Analytics Toolkit to discontinue Google Analytics-related functionalities
Analytics Toolkit was conceived in 2012 as a set of tools that automate essential Google Analytics-related tasks and augment the GA functionalities in...
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Overview of Books on Conversion Optimization, Web Analytics, SEO & PPC
[...] concepts and would show if and how well they are explored in 18 of the top books on Conversion Optimization, A/B testing, web analytics, SEO & PPC/AdWords. The three concepts this review [...]
Segmenting Data for Web Analytics – The Simpson’s Paradox
[...] specialists who deal with data in internet marketing. No matter which field you are in: conversion optimization, search engine optimization, search engine marketing or other, this paradox can give you [...]
Should you do A/A, A/A/B or A/A/B/B tests in CRO?
[...] This question pops up often in more “advanced” discussion forums and blogs on Conversion Optimization and usually one (or several) of the following advices are given: Do an A/A test first in [...]
Overview of Books on Conversion Optimization, Web Analytics, SEO & PPC
[...] well they are explored in 18 of the top books on Conversion Optimization, A/B testing, web analytics, SEO & PPC/AdWords. The three concepts this review focuses on are statistical […] [...]
Virtual Pageviews in Google Analytics – Why, How and When to Use Them?
In this post I’ll cover what virtual pageivews are, why you should use them, how to implement them and when are they most suitable. What is a Virtua [...]
Advanced Google Analytics Setups Made Easy
[...] . However, if you require anything on top of that: advanced tracker configuration, events, virtual pageviews, timing events, etc. you usually need to go through at least […] Read More... [...]
Google Panda Recovery & How to Spot Panda Penalties
[...] This is going to be a quick post about the Google Panda algorithm update. The latest version of the algorithm (4.0) has just rolled out and reports of [...]
Upgrade to our Analytics Copy/Paste Tool
[...] . However, it wasn’t able to copy/paste view filters due to some limitations in the Google Analytics API. Now that these limitations are no more, we have updated the tool so that you can [...]
Advanced Google Analytics Setups Made Easy
[...] For many sites setting up Google Analytics tracking is simply a copy/paste operation of a piece of code from the GA interface to their site’ [...]
Guide to Enhanced E-commerce Tracking in Google Analytics
[...] e-commerce tracking snippet and it comes with a bunch of new reports in the Google Analytics interface. It lets you track checkout funnels, add/remove to cart behaviour, product view [...]
Overview of Books on Conversion Optimization, Web Analytics, SEO & PPC
[...] concepts and would show if and how well they are explored in 18 of the top books on Conversion Optimization, A/B testing, web analytics, SEO & PPC/AdWords. The three concepts this review [...]
Segmenting Data for Web Analytics – The Simpson’s Paradox
[...] specialists who deal with data in internet marketing. No matter which field you are in: conversion optimization, search engine optimization, search engine marketing or other, this paradox can give you [...]
Should you do A/A, A/A/B or A/A/B/B tests in CRO?
[...] This question pops up often in more “advanced” discussion forums and blogs on Conversion Optimization and usually one (or several) of the following advices are given: Do an A/A test first in [...]
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