By Sandeep Shah

We should all be using the same CDN

An argument for why the web should pool its resources, and share the same CDN. Site speed is rapidly becoming understood as one of the most important factors to success online. And not just because Google penalises slow websites (although that is what seems to drive most companies), but because it genuinely makes a difference to onsite experience. Despite 5g and...
By Chris Kennedy

“That is highly illogical Captain”…what Star Trek can teach us about understanding decision bias

I am not a Trekkie… sporting a pair of pointed ears at Comic Con, never quite held it for me. But I do love the original 60’s series. That tension between William Shatner, as the emotional, instinctive and very human Kirk clashing with the resolute, Leonard Nimoy as the “Vulcan” Spock has been a surprisingly reliable reference, in understanding and...
By Alla Bennett

When to stop the test

How do I know when to stop my test? How long should my test run for? What factors should I be considering when I am looking to stop my test?... These are questions we often hear from our clients. Sometimes in conversion rate optimisation the answer is straightforward... Your test has reached statistical significance and either your hypothesis has been proven right or wrong, so you can stop...