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Metric Calculations

This article covers how we calculate some of the metrics you see in Content Experiments.

Compared to original page

How a conversion rate for a variation page compares to the conversion rate for the original page.

Experiments uses the following formula to calculate the comparison:

((conversion rate for variation / conversion rate for original) - 1) * 100

For example:

For a variation page that performs better than the original:

  • conversion rate for variation = 35%
  • conversion rate for ogiginal = 25%
  • (35/25 = 1.4) - 1 = .4; .4 * 100 = 40
  • The value for Compared to original = +40%.

For a variation page that performs worse than the original:

  • conversion rate for variation = 20%
  • conversion rate for ogiginal = 40%
  • (20/40 = .5) - 1 = -.5; -.5 * 100 = -50
  • The value for Compared to original = -50%.