CRO & Testing

The world’s best archive of content on conversion optimization and online experimentation (A/B, MVT, bandit, AI etc).

Email Testing: Going Beyond Open Rate and Click Rate

Email is one of the few marketing channels that spans the full funnel. You use email to raise awareness pre-conversion. To stay connected with content subscribers. To nurture leads to customers. To encourage repeat purchases or combat churn. To upsell existing customers.

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A/B Testing Statistics: An Easy-to-Understand Guide

Testing tools are getting more sophisticated. Blogs are brimming with “inspiring” case studies. Experimentation is becoming more and more common for marketers. Statistical know-how, however, lags behind.

This post is filled with clear explanations of A/B testing statistics from top CRO experts. A/B testing statistics aren’t that complicated—but they are that essential to running tests correctly.

Here’s what we’ll cover (feel free to jump ahead):

  1. Mean, variance, and sampling;
  2. Statistical significance;
  3. P-values;
  4. Statistical power;
  5. Confidence intervals and margin of errors;
  6. Regression to the mean;
  7. Segmenting;
  8. Confounding variables and external factors.

And just in case you’re uncertain about why A/B testing statistics are so essential…

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How to Create a Unique Value Proposition (with Examples)

A value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you.

It’s also the #1 thing that determines whether people will bother reading more about your product or hit the back button. On your site, your value proposition is the main thing you need to test—if you get it right, it will be a huge boost.

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confirmation email example.

Confirmation emails are emails sent to a customer after an online purchase or signup.

These standard, expected emails are often as delightful as your typical in-store receipt (read: not at all delightful).

Because confirmation emails are triggered by the user’s actions, your customers are expecting something—which means they open, notice, and engage with confirmation emails more than they might with other email types.

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