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    Statistical Significance

    Statistical significance is a research term used to describe results that are unlikely to have occurred by chance, but rather are a product of one or more research variables.

    What Is Statistical Significance?

    For the modern ecommerce business, data is everything. But if teams aren’t equipped to analyze and interpret data effectively, the research can fall flat. Statistical significance acknowledges that the results of the research are unlikely to have happened by chance. In other words, statistical significance shows a business that its results are driven by another cause.

    Brands use research to test any number of elements related to their business, including customer behavior, employee needs, marketing tactics, and more. When they collect data, they might analyze the relationship between certain elements, such as the impact of a call-to-action (CTA) on customer conversions.

    If the brand finds statistical significance in an experiment like this, it’ll understand that the CTA did, in fact, influence customer conversions either positively or negatively. This metric is represented as a percentage, giving researchers a spectrum of significance from weak to strong.

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