Read the counts behind an A/B percentage.

In this kit's fictional experiment, 50 of 1,000 eligible visitors complete a consultation form with button A. With button B, 65 of 1,000 do.

The observed rates are 5.0% and 6.5%. That's a difference of 1.5 percentage points. Relative lift divides that difference by A's rate: 1.5 / 5.0 = 30%.

Here's a practical way to record the comparison:

• Define one exposure and one conversion before the run. In this example, each eligible visitor counts once, and each visitor can convert once • Set the window, exclusions, minimum counts and stopping rule before looking at results • Keep both source exports and check that the counts use the same window and definitions • Record both the percentage-point difference and relative lift. If A has no conversions, relative lift is undefined • Document the next decision and uncertainty. Here, the fictional owner chooses another controlled test

Meeting the planned minimum is a review checkpoint. It doesn't establish statistical significance. The kit calculates descriptive rates and lift; it doesn't run a statistical test or establish causality.

The preview is the actual Read the observed result page from the fictional completed example. The Business Experiment and A/B Results Kit includes an editable Word packet, Excel tracker, print PDF, fictional completed example and Quick Start.

Explore the kit: https://contra.com/products/DT2ZXGKY-business-experiment-and-ab-results-kit