How to Explain Unexpected Test Results and Other Analyses

By Aaron Sherman

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Customers often interact in amazingly creative ways to products and services rather than following your carefully designed plan. There can be unexpected results from various analytical tests, that may not be able to be explained with just numbers. By visually showing the process of what you think is happening, it helps share a hypothesis with others and shed light into what happened during a test. These insights can lead to new products or fundamental changes in your business model. The book Lean Startup by Eric Ries talks about this in length.

The framework for these is: This – Then That – Result.

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Coupon Codes Hurt Conversion Rates
Coupon Codes Hurt Conversion Rates


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•   (English) Explaining Test Results   •   (Español) Explicación de los Resultados de la Prueba   •   (Français) Explication des Résultats des Tests   •   (Deutsch) Erläuterung der Testergebnisse   •   (Italiana) Spiegando Risultati dei Test   •   (Nederlands) Uitleggen Testresultaten   •   (Português) Explicando Resultados de Teste   •   (עברית) הסבר תוצאות מבחן   •   (العَرَبِيَّة) شرح نتائج الاختبار   •   (हिन्दी) परीक्षा परिणाम की व्याख्या   •   (ру́сский язы́к) Объясняя Результаты Тестирования   •   (Dansk) Forklarer Testresultater   •   (Svenska) Förklarar Testresultat   •   (Suomi) Selittäminen Testitulokset   •   (Norsk) Forklare Testresultater   •   (Türkçe) Test Sonuçlarını Açıklama   •   (Polski) Wyjaśnienie Wyników Testów   •   (Româna) Explicarea Rezultatelor de Încercare   •   (Ceština) Vysvětlovat Výsledky Testů   •   (Slovenský) Vysvetlenie Výsledkov Testov   •   (Magyar) Elmagyarázása Teszteredmények   •   (Hrvatski) Objašnjavanje Rezultata Ispitivanja   •   (български) Обясняване на Резултатите от Теста   •   (Lietuvos) Paaiškinti Pasitikrink Rezultatai   •   (Slovenščina) Pojasnjujejo Rezultatov Preskusa   •   (Latvijas) Izskaidrojot Testa Rezultāti   •   (eesti) Selgitades Test Results