Quick wins to improve retention: Q&A with conversion expert, Stephen Pavlovich.

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Finance apps: m-commerce at its best


What is the one item people never leave the house without? Our mobile phones.

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Why segmenting your A/B test results could be less fact and more fiction... and what you can do about it.


A/B tests are an excellent way to learn what works and doesn’t work for your website. But after running a test and measuring an effect, a common question is, “why did that happen?”. Maybe a test that sounded like a great idea actually created a downlift and you want to know what went wrong.

At this point many people reach for “post-test segmentation”, taking the test data and splitting it into different user segments, to see if the test had an unexpected effect on some group of users.

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