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%.

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

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

Last updated on January 20, 2020