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Alex Birkett

Apple Store

Perception isn’t always the same thing as reality, even when it comes to something as “objective” as your product’s value.

In fact, the perceived value of your product is fairly malleable. There are countless studies, as well as anecdotes, that support the notion that you can tweak small things to increase your product’s value perception.

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One tailed vs two tailed tests

One-tailed tests allow for the possibility of an effect in one direction. Two-tailed tests test for the possibility of an effect in two directions—positive and negative.

Simple as that concept may seem, there’s a lot of controversy around one-tailed vs. two-tailed testing. Articles like this one lambaste the shortcomings of one-tailed testing, saying that “unsophisticated users love them.”

On the flip side, some articles and discussions take a more balanced approach and say there’s a time and a place for both.

Let’s set the record straight.

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Logical fallacies

When you first start doing conversion optimization, you think that the biggest hurdles are technical things: running an a/b test the right way, collecting data correctly, QA’ing tests.

These things are all important, of course. But the solutions are fairly straightforward, and when you reach a certain level of experience and skill, they tend to be a given.

No, the biggest obstacle to a testing program – even a mature program – tends to be human error and cognitive bias.

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