Part of declaring a winning split test is having differentiated data. To know if you have differentiated data you need to understand your level of variance for the site or page of your a/b test. In this video, we will discuss internal and external noise and how they affect your variance. I will also walk you through the four steps you need to take to run a variance study.
Testing Theory is where professional testers turn to do better A/B testing and get more conversions.