Articles exploring ecommerce through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
7 articles
A bare point estimate is uninterpretable. This guide walks through the 5 elements that should appear on every test readout — power analysis, MDE, confidence…
A practical guide for new testing teams, CRO managers, and analysts. The five most common statistical mistakes in DTC A/B testing, why each one happens, and…
A clear, plain-English guide to the most under-taught concept in DTC experimentation.
Early stopping is the single most common methodological mistake in new testing programs.
"Conversion rate" means completely different things for an ecommerce site vs. SaaS vs. media company.
A practical guide to A/B testing across the e-commerce funnel — from category pages to checkout.
Uncover why simplifying checkout can actually reduce conversions. Explore the behavioral science behind progress indicators, guest checkout tradeoffs…