The Problem with Average Conversion Rate Benchmarks

I am often asked what an 'average' conversion rate is, especially for e-commerce websites, which people find useful when they want to compare their own sites against others, or as a way to set themselves targets for increasing their own conversion rates. The truth of the matter is that this approach is extremely problematic on … Continue reading The Problem with Average Conversion Rate Benchmarks

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How to create a Conversion Profile for your website

This describes a technique which I use in order to understand the drivers behind conversion on a website in a deeper way than web analytics tools offer out of the box. Adobe Analytics recently launched their Segment Comparison tool in Workspace, which ostensibly does this, however for me it just doesn't give me enough information … Continue reading How to create a Conversion Profile for your website

How Not to Get Correlation and Causation Wrong in Digital Analytics and CRO

Virtually everyone will have heard the adage 'correlation does not imply causation' - but whilst it may be one of the most anecdotally used phrases in analytics, it may also be one of the most vacuous, because the very same people who say it also fall foul of it time and time again. This is a guide on … Continue reading How Not to Get Correlation and Causation Wrong in Digital Analytics and CRO

A/B Test Results Validation – 3 Simple Rules for Non-statisticians

AB Testing is the most effective way of proving that changes to digital content work or don't work, however it is a statistical, scientific method and therefore only as good as the statistical interpretation of the results. In very simple terms, it is the answer the question 'what is the probability that the difference between … Continue reading A/B Test Results Validation – 3 Simple Rules for Non-statisticians