Thinking About Statistics
Written by Amy Gyoba on February 2, 2012
Statistics are everywhere, whether we’re talking about crime rates going down or high school graduation rates going up. It’s no different when it comes to websites, where we track metrics like page views, conversions, and bounce rates. Although we’d like to believe that we’re savvy about the numbers, we may not be as adept at interpreting them as we think. In his book Thinking, Fast and Slow, Daniel Kahneman explains why.
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The Digital Marketing Road: 12 Trends for 2012
Written by Martin Wong on January 31, 2012
It’s the start of a new year, so we’re looking down the digital marketing road to see what lies ahead for 2012. Last year we saw marketing departments begin to integrate online campaigns into marketing operations. This year, we expect to see a shift in marketing budgets, with significant investments in digital marketing skills and infrastructure that will allow teams to respond in a more agile manner to the real world, in real time.
A/B Testing: Seeing the Forest
Written by Amy Gyoba on January 16, 2012
Have you ever heard the saying “not seeing the forest for the trees”? It means that someone doesn’t see the forest (the big picture) because they’re too busy looking at the trees (the details). We experienced this problem while performing A/B testing and want to share our lessons learned. In this case, it took some time to figure out why we weren’t getting conclusive results—we had been focusing too much on the small details.
Defining A/B Testing
A/B or split testing is exactly what it sounds like: testing one version of an ad or webpage against another one to see how a change to one component affects the conversion rate. Conversion, the desired user action, is defined before testing. It’s a key part of split testing because it determines which version is more successful.
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