1. Which part of the plane would you reinforce?

2. Total Visitors Conversions Conversion Rate (%)
14120 584 4.1
Can you make a decision based on this data?
Gender Conversions Gender Performance (%)
Male 157 26.9
Female 427 73.1
Visitors Conversions Gender Conver. Rate (%)
Male 1215 12.9
Female 12905 3.3

3. Identify the Stars & Dogs.
Product Page views Conversions Conversion Rate (%)
AAA 14137 482 3.41%
BBB 12871 358 2.78%
CCC 6743 275 4.08%
DDD 4325 183 4.23%
EEE 1713 67 3.91%
FFF 427 46 10.77%
GGG 283 31 10.95%

4. Q : What is the possibility that Person A
actually told a lie
Person A was found to be lying during the test.
During a lie detection test, 1 in 100,000 will lie
Lie Detection Failure Rate (%) –
Wrong Diagnosis
Positive - Lying 0%
Negative – Not Lying 5%

5. A : Working out the actual probability
Lie Detection Number per
100,000
Failure
Rate
Detected
positive
Positive - Lying 1 0% 1
Negative - Not Lying 99,999 5% 5000
There is a 1/5001 chance that the person actually told a lie.

6. Application of this principle for the web
0
5
10
15
20
25
30
35
40
45
50
Situation 1 Situation 2 Situation 3
Trainer Gym-Goer
Aggregate
CVR,
12%
Aggregate CVR doesn’t tell you everything

7. Conversion rate for off-line stores and call centers
Market share and market size data
Other applications

8. Interesting data often shows up
after segmentation
Monthly unique
visitors
Average page views
/visit
11414 3.3
Monthly unique
visitors
Average page views
/visit
1094 (converted) 1.2
10320 (non-converted) 3.5

9. Segmentation, segmentation and more segmentation
In Conclusion
Know who you are measuring

10. Thank you.
Collin Ang
Managing Director
www.decision-science.com