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#Conversion measurement

Articles about Conversion measurement: practical guides, analysis and case studies with their market context clearly identified.

Percentage points vs. relative lift in conversion tests
PerformanceGlobal frameworkOctober 18, 20263 min

Percentage points vs. relative lift in conversion tests

Report conversion rates with raw counts, percentage-point change and relative lift, then separate the effect estimate from uncertainty and business value.

When aggregate conversion rates reverse the result
PerformanceGlobal frameworkOctober 18, 20263 min

When aggregate conversion rates reverse the result

Use a two-device ledger to see how a changing traffic mix can reverse an aggregate conversion comparison, then standardize the mix transparently.

Zero conversions in one test group: interpret the result
PerformanceGlobal frameworkOctober 18, 20263 min

Zero conversions in one test group: interpret the result

Report a sparse two-by-two conversion table, handle a zero baseline honestly and choose an exact method rather than forcing a large-sample calculator.