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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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How Much Better Is It?

Internet marketing produces a detailed and quantifiable view of your online campaign activities. As we discussed earlier, most numbers produced fall under the general category of descriptive statistics. Descriptive statistics produces summaries and graphs of your data that can be used for making decisions. The descriptive information has to do with the value of a particular quantity as well as its variability (how scattered it is). Unfortunately, most people focus only on the measured average value and completely ignore the variability. This is a major problem that continues to persist because people confuse the precision of the observed effects (the ability to measure conversions during the test) with the precision of ...

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