Analyzing the Results of a Performed LPO Test

The gauges show data after a minimum of 10 impressions and 5 conversions and/or with a minimum difference of 5 between impressions and conversions. Each column works individually. The range +/- is a probability calculation based on the number of conversions/impressions, showing the most likely result for each variation compared with the original. The span of the range fields depends on the number of conversions/impressions and will become more precise as the number of conversions and impressions increases during the test.

The “chance to beat original” shows the probability that the conversion rate of a combination will be more successful than the original. Here a combination's performance is only measured against the original, ignoring all other combinations. Among combinations where this probability is high are good candidates to replace the original.

The “chance to beat all” shows the probability that a combination will be more successful than all the other combinations running in the experiment. This number will tend to be lower than the corresponding number in the “chance to beat original” column because the given combination is competing with all the other combinations, and not just the original combination. When numbers in this column are high, perhaps around 95 percent, this means that a given combination is probably a good candidate to replace your original content. Low numbers in this column mean that the corresponding combination is a poor candidate for replacement.

Observed improvement displays the improvement in percentage over the original combination. Because this percentage is a ratio of the conversion rate of a combination of the original column, it will often vary widely. You are recommended to only focus on the observed improvement when a large amount of data has been collected and it can be considered more reliable.

Shows how many people who have taken the desired action and the number of people included in the test. If the result is 5000/12000, it means that 5.000 of total 12.000 visitors that have viewed the page have taken the desired action.