A/B testing

A/B Testing Statistical Significance: Sample Size Calculator Guide

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A/B testing statistical significance comparison showing variant A vs B with confidence metrics

Running an A/B test without understanding statistical significance is like flipping a coin and calling it strategy. You might get lucky, but you’re not making data-driven decisions. This guide breaks down the math behind valid A/B tests—and gives you the formulas to calculate sample size before you start. What You’ll Learn What statistical significance actually … Read more

The Hypothesis Matrix: Structuring Your CRO Program for Exponential Growth

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Structuring Your CRO

If your testing roadmap feels like a grab-bag of ideas (“change the CTA color,” “try a shorter form”), you’re not alone—and you’re leaving growth on the table. High-performing CRO programs don’t chase tactics; they run on a Hypothesis Matrix: a lightweight, structured model that turns scattered guesses into testable, business-aligned hypotheses grounded in user psychology. … Read more