Optimisation is mostly measurement. These cover how to run a test that produces a trustworthy answer, and how to read the result without fooling yourself.
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G2Slow sessions skew mobile, cold and low-intent, and all three independently reduce conversion. Segment before you conclude, measure against revenue per person rather than bounce per session, and set the stopping rule before you start.
4 August 2026Friction accumulates, so the step where people leave is often not the step that lost them. Before removing anything, split abandoners by whether they were engaged beforehand.
5 August 2026The early gains were repairs, not discoveries. Write a falsifiable claim about why customers behave as they do, run three or four tests against it, then judge the claim rather than the variants.
5 August 2026A/B testing is the most reliable way to improve conversion rates. But most tests fail because of poor methodology, not poor ideas. This guide shows you how to run tests that produce trustworthy results.
9 April 2025The biggest waste in A/B testing is testing the wrong things. This guide shows you how to use analytics, user feedback, and competitive analysis to identify tests that move the needle.
11 April 2025Most email sign-up forms fail because they are invisible, ask for too much, or offer too little. These three fixes can double your opt-in rate without any additional traffic.
4 June 2025A landing page conversion is the percentage of visitors who complete the page target action. The formula is simple, but most teams measure it wrong because session-based analytics fragments the data. Here is what the metric actually means, how to calculate it, and what good looks like in 2026.
6 June 2025Calling a test winner too early is the most common A/B testing mistake. This guide explains statistical significance in plain language and shows you exactly when it is safe to make a decision.
8 June 2025E-commerce converts at 2-3%, SaaS free trials at 2-5%, trial-to-paid at 15-25%, B2B landing pages at 2-5%. Here is the full set of conversion rate benchmarks by industry and funnel stage, and how to use them without drawing the wrong conclusion.
10 June 2025Your main funnel shows the big picture. Micro-funnels reveal the hidden friction points within each stage. This technique consistently uncovers the small fixes that produce outsized improvements.
12 June 2025Every form field you add reduces completions by 3-5%. But removing fields means less data. This guide shows you how to balance data collection with conversion using progressive profiling and smart defaults.
14 June 2025Button color debates miss the point. The data shows that copy, placement, and context matter far more than whether your CTA is green or orange. Here is what actually moves conversion rates.
18 June 2025Exit intent overlays can recover 10-15% of abandoning visitors when done right. But most are done wrong: too aggressive, poorly targeted, and never measured. Here is the analytics-driven approach.
20 June 2025The formula is trivial. Choosing the denominator, defining the conversion, locating the stage it belongs to and knowing how much of its movement is noise are not, and a rate missing those four is a different quantity that happens to share the name.
15 March 2026Run 20 tests and at least one will show a false positive at 95% confidence. This guide explains the multiple comparisons trap and gives you practical methods to avoid it.
22 March 2026Most A/B tests are called too early with too little data. This guide shows you how to calculate the right sample size before you start and why peeking at results destroys statistical validity.
22 March 2026The most important reads on measurement, retention and revenue, in five minutes a week, in a free email. Already read by 10,000+ operators and founders.
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