Image of confidence interval at 95% level

Null Hypothesis

Definition:

The null hypothesis in a statistical test is the default position that there is no relationship or significant difference between two sets of observations. If a test shows a significant difference between two experiences the null hypothesis is said to be rejected.

Image illustrating multivariate testing

Resources:

 

Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

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

Types of A/B tests – How to optimise your website’s performance using A/B testing.

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