The Chatterbox

Conversion Confidence

Someone asked me the other day how one makes sure conversion tests they've run produce conclusive, actionable data. The short answer is to review the Confidence rating of the results to make sure they reach a minimum threshhold you're comfortable with. Which is easy to say, but sometimes hard to do if the spreadsheet or conversion analysis tool you use doesn't give you a Confidence rating.

So, rather than have people guess (which is never a good idea!) I've php'ized a little tool I derived from my own internal conversion testing system and put it up on the site. It's here: Conversion Confidence Tool

This is basically the flip side of the Conversion Pre-Test Tool that tries to estimate how much traffic you'll need and how long it'll take to successfully complete a given test. The Pre-Test Tool is used before you start a test, and provides Best Guess information.

The Conversion Confidence Tool on the other hand is used after your test is done, where you enter in the real conversions and impressions data from your test, then it takes this data and runs it through several mathematical equations to tell you which treatment won the test, what the conversion rate on each was and how much Confidence you should have in the results being conclusive and repeatable.

I've also added a link to each of the tools to the main navigation to the left. Dunno why I hadn't done that with the Pre-Test Tool before...

Enjoy!

You can ping this entry by using http://www.randycullom.com/chatterbox/mt-tb.cgi/40 .