How is the variation improvement calculated?

Improvement is the percentage improvement a variation records compared to the control on a page.

Improvement =  [(variation conversion rate – control conversion rate) / control conversion rate]*100

Example: In an experiment, the control conversion rate is 10%.

  • Variation 1 conversion rate is 20%
  • Variation 2 conversion rate is 15%

Improvement for Variation 1 = (20-10)/10 = 100%

Improvement for Variation 1 = (15-10)/10 = 50%

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