Confidence that test differences are not due to chance.
Definition
Confidence that test differences are not due to chance.
Why it matters
It prevents false conclusions.
How it works
Commonly evaluated at 95% confidence
Example
A test with enough conversions per variant.
Common mistake
Declaring winners prematurely.
Using it in practice
Review Statistical Significance alongside related metrics rather than in isolation, and agree definitions across your team so reports stay consistent.
Need help putting this into practice?
Gravmo's team can plan and run this for you. See Conversion Rate Optimisation or message us on WhatsApp.
Ask on WhatsAppFrequently asked questions
Is Statistical Significance the most important metric?
No single metric tells the whole story; use it with business outcomes.
How often should we review Statistical Significance?
Monthly for most businesses, weekly during active campaigns.
