# When “Statistically Significant” Isn’t

More and more online marketers are doing more and more testing. There’s blogosphere buzz around testing offers, testing web page design, testing Adwords copy, etc. And all this testing is a Very Good Thing, for well-designed tests can literally transform your business.

Question: When you get a “statistically significant” uptick from a test, is it always a winner?

Answer: Usually, but not always.

There are three situations when your stats software will bless a set of results as “statistically significant”, when really they’re not.

Huge sample, Small Effect

The larger your test sample (impressions, clicks, catalogs mailed, whatever), the smaller effect you can detect. It is a little known fact that if a test is really huge, you’ll nearly always find a statistically significant difference between the control and test cells. The problem is that the difference may be too small to have any practical business significance. For example, with two cells of 10,000,000 apiece, a 1.01% response rate is statistically different than a 1% response rate (t=2.24, p=0.03). However, a single basis point difference has no business impact for the typical direct marketer.

Takeaway advice: Make sure statistically significant effects are large enough to have business significance.

Appropriate Sample, Huge Outlier

Most statistical tests rest on an assumption that noise in your test is normally distributed. This is a usually a great assumption, but sometimes isn’t true. Under a normal assumption, about 95% of the data should fall within 2 standard deviations of the mean, 99.7% should fall within 3 standard deviations of the mean, and you should never see data 5 or 6 standard deviations out. When a stats package sees a 5 or 10 sigma event, the software quivers with excitement and starts ringing happy bells. But if the assumptions about the error model were wrong, you could be led to make a bad decision (hopefully not as significant as Bear Stearns recent loss of \$1.6 billion).

Takeaway advice: Check your data for outliers. For direct marketers, an outlier is often a single gigantic order, making whichever test cell was lucky enough to receive it look like a grand slam. If you find atypical events are driving your significance, toss ‘em out.

Appropriate Sample, Small Time Period

Most statistical tests rest on an assumption that noise in your test is stationary, which is a fancy term for “not changing over time.” A retailer with a high traffic site running a MVT test could see a statistically significant winner in a day or two. However, if all the data came from three weekdays in first quarter, you don’t know if those results will hold on weekends, or in Q4.

Takewaya advice: Make sure your tests run long enough to be representative. During the holiday peak, roll out early winners quickly (so as to not miss opportunity), but keep a small holdout back-test to confirm your early results.

• • •

Direct marketing testing is both art and science. The science is designing good tests and running the stats. The art is knowing what to test, how to interpret results, and how to use the findings to significantly improve your business.

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• Alan Rimm-Kaufman founded the Rimm-Kaufman Group...
4 Responses to “When “Statistically Significant” Isn’t”
1. This is a great article, especially for those of us who are forced into a situation where we have to attempt to decipher web stats every day but have little actual statistical training.

2. AndyEd says:

Well said!

I often use daily means across a many week sample to hypothesis test split test factors on small and medium size websites. Particulary in this case another potential statistic pitfall, even with a seemingly normal distribution, is heteroscedasticity (http://en.wikipedia.org/wiki/Heteroskedasticity).

Many standard statistical tests rely on the assumption that variance is equal across repeated samples. Keeping an eye on this assumption is also a useful safeguard in split test analyses.

3. Alan – Thank you for including the link to the Blow-up article. It was fascinating reading that I would have never come across had I not been reading your blog. I also really enjoyed the book Super Crunchers that your recommended.