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Our A/B testing analytics framework

A/B testing and personalization require specialization and rigor - especially when it comes to analytics. In this post, we break down our A/B testing analytics framework and methodology. Specifically, how we think about confidence, power, statistical significance, calculating stopping conditions, and peeking early.

Using customer problems to drive strategic website updates for our clients has led to A/B test win rate increases of 30%-50%. If you are struggling to understand why your A/B tests are consistently losing or why your landing pages aren't converting, this post outlines some things to consider.

How Product Recommendation Quizzes Will Save You: The Death of 3rd Party Cookies and the Rebirth of Zero-Party/First-Party Data

You’re going to forgive me for that click-bait-y headline when you finish this blog, I promise. A hardened American bard once sang, “the times, they are a-changin’.” Well, folks, we in e-commerce feel that change deep in our bones. Now that data privacy changes are beginning to roll out, we’re watching the digital marketing landscape

At surefoot, we believe in the power of data to guide our work. So when we say we love conducting user experience (UX) research, we ain’t lyin’. Users drive profit. When users aren’t happy (or clicky, or purchase-y), we aren’t happy. And though our work at surefoot entails a smorgasbord of services, we feel UX

The age of ad-pocalypse

Facebook CAPI, Server-side GTM, and how the 20’s are the 00’s all over again It’s hard not to notice the feud brewing between our friends at Facebook and Apple. One side keeps talking about small businesses not being able to reach their customers, and the other about people not having privacy online anymore. So what

We love testing a site’s navigation as much as the next bunch of test-and-learners—but is that the problem your most valuable customers are facing? Are we running tests that actually make a difference in the customer lifecycle, or simply eking out wins on the margins? There’s a great method for answering these questions, and it’s

Use this simple tactic to get employees at every level to buy-in to a testing program

“How do I get buy-in for an experimentation program within my organization?”, a woman asked our panel of experimentation leaders. She was the first to ask us this question that evening, but it certainly wasn’t the first time I’ve heard it. In fact, this question has been asked repeatedly throughout the seven-plus years I’ve been

Case study: how Peak Design boosted online revenue, rev per visitor and widened the purchase funnel through a/b testing

Like many other wise, perfectly bearded marketers, Adam Saraceno knew a/b testing and personalization were critical pieces of a successful e-commerce toolkit. But starting out, he didn’t have the resources or time to think about them. “We’re entirely crowdfunded through Kickstarter,” said Adam, chief marketing officer of Peak Design. “Because we don’t take outside investment, we have more control over how we run the business.” Peak Design launc

It’s time for mobile to play a more prominent, if not a starring role, in your optimization and personalization program.A lot has changed in the 10+ years my co-founder, Brian, and I have been in the testing and personalization industry. Yes, we both have more wrinkles, but we’d like to focus on a more tactical change – how your mobile customers’ pain points are key to your experimentation program’s success.Mobile has gone from totally overlooked

2018 reflection and 2019 direction

Well folks, 2018 is in the rearview mirror and we here at surefoot are fresh off the holidays with new resolutions and larger-waisted pants.As we usher in a new year for surefoot, we thought we’d start a little tradition and share a few 2018 successes, as well as some of our more actionable learnings. We’re big on transparency and believe in mistake celebration over concealment, so hopefully you can learn from our “facepalm” moments. Who knows,

Case study: how BioLite reduced visitor drop-off in Shopify checkout and increased transactions 18%

surefoot helped BioLite design and implement an A/B test on Shopify checkout that led to a 14% reduction in customer drop-off from step 1 to step 2 of checkout, while also significantly increasing transactions and email capture.

Case study: the mobile cart design that resulted in a significant increase in mobile revenue for SMITH

surefoot designed and implemented an A/B test on SMITH’s home-grown mobile cart platform that led to a statistically significant 8% lift in visits to checkout and a 3.4% lift in transactions. An overwhelming and confusing user interface created a frustrating experience for SMITH’s mobile visitors, leading to significant checkout abandonment. Visitors struggled to figure out next steps and needed a smoother path to checkout.

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