Split Testing to Improve Your Website

Or, we can continue this split test and hope that the ratio of sales remains the same. If we carried on the split test longer and found the same ratio of results, the differences could be significant. Consider doubling the number of exposures of your pages. If the ratio held, and we now have 60 sales compared to only 40 sales, that result would be statistically significant. In 100 truly random experiments, successes having differences similar to 60 and 40 would occur fewer than 5 times. This is a good indication that the observed differences were not caused simply by random chance. Rather, we can conclude that there was a real cause for the observed differences.