Ever tested a landing page, implemented it, and watched your metrics move in the wrong direction?
It happens to most of us, despite our best efforts.
Sometimes it’s a random chance. Sometimes it caused by changes in the marketplace.
But sometimes it’s something else entirely: statistical error.
I’ve collected six statistical errors that CROs, and marketers who dabble in CRO, often make. Let’s take a look, so we can try to avoid them.
1. Not Understanding Statistical Significance
There was a time, not so long ago when marketers would run split tests without even considering statistical significance.
Thankfully, now that most split tests are run using…