you have this amazing sheet full of ideas on how to optimize your website. But even if you made all of these changes, how sure are you that these are the right once that the changes you make are going to improve your conversion rate. Not just now, but for a long time. If not forever. This is where analytics and in particular a B testing come in. Let's dig in in this chapter. We'll discuss the importance of a. B testing and why it matters. Then I'll show you how to set up experiments along with some examples of A. B tests that can help with conversion. Finally, we will discuss how to measure results, specifically how to calculate statistical significance. Let's get started.