A measure of whether an observed result is unlikely to have occurred by random chance under a defined statistical model. In testing, it helps determine how confidently one variation appears
A visual representation of user behavior that shows where people click, move, scroll, or focus on a digital page. A research tool for identifying patterns that may not be obvious
The systematic process of improving a website, landing page, or user flow to increase the percentage of visitors who convert. A discipline that combines research, testing, usability, copy, and design
The practice of comparing two versions of a marketing asset to determine which one performs better with a defined audience. A practical way to improve decisions using real audience behavior
