Once your test reaches statistical significance, you can analyze the data to gather learning and infer the “why?” behind the result.

Creating valid, testable, and powerful hypotheses is one of the most important skills of the conversion strategist. Getting better results with your tests simply requires creating better hypotheses.

We have tested rotating offers many times and found them to be a poor way of presenting home-page content.

At the page level, a wireframe is a useful tool for planning. It tells you where the content boundaries are and defines the hierarchy of information. A wireframe is a diagram with a simplified view of the content blocks that shows how the main pieces are arranged. It helps focus attention on the eyeflow and content placement without the graphic des

The learning and insights outcomes are dependent on test isolations. Isolations allow you to learn which changes are influencing the test results.

the fear of loss can be a very powerful motivator. Make sure you’re using it in your favor rather than being an inadvertent victim of it.

highlighting media mentions

hypothesis is simply a question you can ask of your target audience or test sample.

avoid using statistics “as a drunken man uses lamp posts—for support rather than for illumination.”