Sample size
Recognize when your data pool is too small to draw reliable conclusions. Avoid common traps for small businesses with lower traffic volumes.
What sample size actually means
Sample size refers to the actual count of visitors, sessions, conversions, etc behind any given statistic. Larger sample sizes make statistical data more accurate and reliable. While quantifiable data can still be valuable for small businesses with lower traffic volumes—and thereby smaller sample sizes—it's important to understand how the sshould impact the degree to which you analyze and rely on your metrics.
Why small samples are less reliable
With lower traffic—and smaller sample sizes—a handful of visitors can cause a major shift in performance. Small changes in raw numbers for low samples sizes can create larger misleading songs in the final reported rates.
For example, a new landing page might show an exciting 25% conversion rate in its first day. In reality, this is caused by just 5 out of 20 visitors converting; early results like this can appear dramatic but don't reliably indicate long term performance.