Not every test needs to be run until a statistical significance of 95% is reached. There, I said it. I am fully aware that this post may be unpopular with many Conversion Rate Optimization (CRO) experts out there. But that is ok. From a true statistical standpoint, I recognize that killing a test too early is not the ideal. However, I am approaching this from an operational perspective. There is a cost to every test – in most cases this includes the cost of media. You are spending your marketing dollars to drive traffic to your landing page. Every dollar [...]
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