Blog

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How to design a marketing experiment (even if most of them fail)

To design a marketing experiment: start with a business question, write a hypothesis you can be wrong about, pick one metric, figure out how many visitors you need, set up one change, let it run without peeking, and read the results honestly. Seven steps. That's the short version. The longer version matters because ** ...

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Landing page optimization: a decision framework for pages that actually convert

Landing page optimization is the process of changing elements on a page so more visitors do the thing you want. Buy, sign up, request a demo. Whatever "converti ...

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Meta A/B testing: how to run Facebook and Instagram ad tests that actually work

Meta A/B testing is a built-in tool inside Ads Manager. It splits your audience into separate groups and shows each group a different version of your ad. Then i ...

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Minimum detectable effect in A/B testing: how to pick the right one for your business

Minimum detectable effect (MDE) is the smallest real improvement your A/B test can reliably catch. If your page actually converts 5% better but your test's ...

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Mobile app A/B testing: best tools and how to get started

Mobile app A/B testing is how you show two versions of something inside your app and measure which one gets more taps, signups, or purchases. Sam ...

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Statistical power and power analysis for A/B tests: the planning step most teams skip

Power analysis answers a simple question: do I have enough visitors to trust my A/B test results? It tells you how many visitors each version needs and how ...

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Type 1 vs type 2 errors in A/B testing: what they are and why they cost you money

A type 1 error means your A/B test says "we have a winner" when there's no real difference. A type 2 error means your test says "nothing happened" when there ac ...

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UX conversion optimisation: where user experience and conversion goals collide

UX conversion optimisation is the practice of studying your visitors and using what you learn to get more of them to convert. How they behave. What confuses the ...