Experimentation & CRO ⁽⁴⁾

Aaron West

Why Most A/B Tests Are Inconclusive (and Why That's Not the Problem)

Most A/B tests come back inconclusive, with no clear winner, and that's not a failure of the test, it's the honest and common result of testing changes that mostly have small effects. The two ways people get this wrong are peeking and stopping the moment…

Aaron West

What to Test When You Don't Have the Traffic

Most CRO advice assumes you have the traffic to run clean A/B tests, and most stores don't. Trying to run statistical tests on low traffic produces confident-looking results that are really just noise, which is worse than not testing at all. When you don't have…

Aaron West

The Hypothesis Comes Before the Test: Why Just Trying Stuff Isn't Experimentation

Running an A/B test without a hypothesis isn't experimentation; it's gambling with extra steps. Without a hypothesis you can't learn anything you can reuse from the result, you just get a number you don't understand. The test isn't the experiment. The hypothesis is, because a…

Aaron West

Experimentation and CRO: Most of What You Believe About Your Store Is a Guess

Most of what you believe about your store is a guess. Most e-commerce decisions are made on opinion, intuition, or copying competitors, and experimentation, A/B testing and structured conversion-rate optimisation, is the discipline of replacing those guesses with evidence about what actually works on your…