Conversion rate optimisation is a strategic process for driving business growth

Independent Variable

Definition:

The independent variable in an A/B or multivariate test are the variables that we hypothesise will influence the conversion rate or other KPIs. If there is a significant change in the dependent variable (e.g. the conversion rate) we reject the null-hypothesis.

Image of test and learn process for conversion rate optimization

Resources:

A/B testing tools – Which A/B testing tool should you choose?

Optimisation process – 8 steps guaranteed to boost your conversion rate.

Prioritise tests – How should you prioritise your A/B test ideas?

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