Split testing can help you optimize your current design until you reach a local maximum, but it can’t tell you how much you can accomplish with a different approach
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You always need to answer “Why?” before asking “How?”
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If you focus on optimizing what you have rather than also considering larger innovations, who knows what vastly greater heights you might miss (Fig
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The standard is ninety-five percent, meaning that there is a ninety-five percent chance that you can rely on the result.
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How large a sample do you need? It depends on the sensitivity and how large an improvement you want to see
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tests will be faster and more reliable with a larger sample size
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Small, incremental changes will have a more significant influence on a high-traffic site
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Small, incremental changes will have a more significant influence on a high-traffic site
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If you are looking at making a small change, you will need a larger sample to make sure that you can be confident in the result.
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Run the experiment until you’ve reached a ninety-five percent confidence level