through a series of steps towards a goal • Identify where people drop out, which gives you of ideas where you can focus UX effort • Track your changes over time
can measure • If we have 2000 people visit our event page, one version needs to outperform the other by 25% to be statistically significant • With 20000 people, it drops to 8% • Hypothesize appropriate sample size before running experiment
measure the conversion rate of what is actually your goal. • If you have a multi-step funnel, optimizations can increase the first step, but still lead to a lower overall conversion.