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Games / Marketing

A/B Call

Ten A/B tests from landing pages, checkouts and email campaigns. Look at the traffic, the conversions and the confidence ranges, then call it: A wins, B wins or too early to call. Big lifts on small samples are the trap. You have five hearts.

HardMarketing3 minNew

How to play A/B Call

Each round shows two variants with visitors, conversions, conversion rate and a 95% range. Choose A wins, B wins or too early to call, then press Check. The explanation shows how many standard errors separate the two.
A correct answer scores 10 XP and a perfect run adds 20 XP. A wrong answer costs one of your five hearts. Results are generated fresh, so replay to practise.

What significance means

Two versions of a page will never convert at exactly the same rate, even if they are identical. Statistical significance asks whether the gap is bigger than random noise would usually produce. The common bar is 95% confidence, which for a simple comparison of two conversion rates means a gap of roughly two standard errors.

Three traps in reading tests

  • Small samples. A 40% lift on 300 visitors per variant is usually noise. The confidence ranges overlap almost completely.
  • Peeking. Checking results every day and stopping the moment a variant looks ahead inflates false winners. Decide the sample size before the test starts.
  • Ignoring small real lifts. With tens of thousands of visitors, a 5% lift can be real and worth a lot of money over a year.

When to call it

Call a winner when the planned sample has been reached and the gap clears your threshold. If it does not, the honest answer is that the test was inconclusive. The marketing guides cover conversion optimisation and analytics. Play Metric Match next or try the calculators in Kurums Tools.

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