The Fuss with Statistical Significance Testing
One of the basic skills a web analyst should know is how to perform and interpret significance testing. Many look at web metrics –5,071 daily unique visitors, 102 orders, 80% fallout rate, 5% checkout conversion, etc. – and see nothing but plain numbers. Can you say a 500 sales count is notably higher than a 515 sales? Is 6% email open rate comparative to 9%? Is the decline in unique visitors as drastic as it looks? If these are the types of questions you have in mind, then you ought to be aware that you should at least be doing statistical significance testing.
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