{"id":13791,"date":"2025-11-24T08:57:55","date_gmt":"2025-11-24T08:57:55","guid":{"rendered":"https:\/\/e-dialog.group\/whitepaper\/significance-calculator\/"},"modified":"2026-02-27T14:16:26","modified_gmt":"2026-02-27T14:16:26","slug":"significance-calculator","status":"publish","type":"whitepaper","link":"https:\/\/e-dialog.group\/en\/whitepaper\/significance-calculator\/","title":{"rendered":"Significance Calculator"},"content":{"rendered":"<div id=\"content-header-block_d369fbdb8147ffcdd68b4de96cbf6a96\" class=\"content-header block block--content-header\" data-title=\"\">\n  <div class=\"content-header__content content\">\n    <div class=\"content__col col col--left\">\n      <svg class=\"col__decoration deco deco--left\" width=\"374\" height=\"220\" viewbox=\"0 0 374 220\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n        <circle cx=\"187\" cy=\"33\" r=\"150\" stroke=\"#FBC105\" stroke-width=\"74\"><\/circle>\n      <\/svg>\n      <div class=\"col__inner inner-col\">\n        <h1 class=\"inner-col__hl\">Significance calculator for A\/B and multivariate tests<\/h1>                                      <\/div>\n    <\/div>\n    <div class=\"content__col col col--right\">\n      <svg class=\"col__decoration deco deco--right\" width=\"374\" height=\"220\" viewbox=\"0 0 374 220\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n        <circle cx=\"187\" cy=\"33\" r=\"150\" stroke=\"#FBC105\" stroke-width=\"74\"><\/circle>\n      <\/svg>\n      <div class=\"inner-col\">\n                  <h2 class=\"inner-col__title\">Get new whitepapers and updates on digital marketing topics with our newsletter<\/h2>          <a href=\"https:\/\/e-dialog.group\/en\/newsletter\/\" target=\"_self\" class=\"inner-col__link\">\n        Subscribe to Newsletter\n      <\/a>              <\/div>\n    <\/div>\n  <\/div>\n<\/div>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><aside id=\"aside-content-block_daad30022cf4fb777e461652ef836c5b\" class=\"aside-content block block--aside-content\" data-title=\"\">\n  <div class=\"aside-content__content content\">\n                      <h2 class=\"content__hl\">Are your test results significant?<\/h2>                        <\/div>\n<\/aside><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\"><div id=\"basic-content-block_6d30c14002b91564c29a88c9991a9a2f\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p>Would you like to know whether your test results are <a href=\"https:\/\/e-dialog.group\/en\/blog\/when-is-your-test-result-significant-the-statistics-behind-the-ab-test\/\"><strong>significant<\/strong><\/a> and therefore truly meaningful? With our significance calculator, you can see at a glance <strong>which result is significant and which uplift or downlift may have occurred by chance<\/strong>. <\/p>\n<p>The significance calculator is suitable for <strong>A\/B and multivariate tests<\/strong>. You can compare up to 8 test variants (including control). Simply enter the number of unique visitors and the number of conversions &ndash; we will calculate conversion rate, uplift or downlift, as well as confidence and significance.  <\/p>\n  <\/div>\n<\/div><\/div>\n<\/div>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><aside id=\"aside-content-block_3f82f2e491fd9e38758a1c826d00d33d\" class=\"aside-content block block--aside-content\" data-title=\"\">\n  <div class=\"aside-content__content content\">\n                      <h2 class=\"content__hl\">The e-dialog significance calculator<\/h2>                        <\/div>\n<\/aside><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\"><div id=\"significance-calculator-block_b37c44a85a2402533d735ed6e1482f3e\" class=\"significance-calculator block block--significance-calculator\" data-title=\"\">\n  <div class=\"significance-calculator__content content\">\n        <div class=\"content__calculator\">\n      <div id=\"sr\">\n        <section id=\"data\">\n          <form>\n            <div class=\"scroll\">\n              <table id=\"sig-table\">\n                <thead>\n                  <tr>\n                    <td class=\"label-c\"><\/td>\n                    <td class=\"label-c\">Visitors<\/td>\n                    <td class=\"label-c\"><span class=\"full\">Conversions<\/span><span class=\"abbrev\">Conv.<\/span><\/td>\n                    <td class=\"label-c cr\"><span class=\"full\">Conversion Rate<\/span><span class=\"abbrev\">CR<\/span><span class=\"infoicon hoverLeft\" data-title=\"Conversion Rate (CR) &ndash; the percentage ratio of conversions to visitors.\">?<\/span><\/td>\n                    <td class=\"label-c\" style=\"min-width: 100px;\">Uplift<span class=\"infoicon hoverLeft\" data-title=\"Uplift &ndash; the percentage change in conversion rate compared to the control variant.\">?<\/span><\/td>\n                    <td class=\"label-c konf1\" colspan=\"2\"><span class=\"full\">Confidence 1-sided<\/span><span class=\"abbrev\">Conf.<\/span><\/td>\n                    <td class=\"label-c konf2\" colspan=\"2\"><span class=\"full\">Confidence <span class=\"hide2\">2-sided<\/span><\/span><span class=\"abbrev\">Conf.<\/span><span class=\"infoicon hoverLeft\" data-title=\"Confidence &ndash; the probability that the measured difference from the control variant did not occur by chance, but is due to the test setup. Confidence is the inverse of significance, meaning confidence + significance always equals 100%. Significance is the probability that different conversion rates occurred purely by chance. Confidence levels: 90% = trending, 95% = significant, 99% = highly significant, 99.9% = extremely significant.\">?<\/span><\/td>\n                  <\/tr>\n                <\/thead>\n                <tbody>\n                  <tr class=\"a\">\n                    <td class=\"label-r\">Control<\/td>\n                    <td class=\"visitors\"><input id=\"iNa\" class=\"n\" min=\"0\" name=\"iNa\" type=\"number\"><\/td>\n                    <td class=\"conversions\"><input id=\"nCa\" class=\"n\" min=\"0\" name=\"nCa\" step=\"1\" type=\"number\"><\/td>\n                    <td class=\"value conversionRate\"><\/td>\n                    <td class=\"value\"><\/td>\n                    <td class=\"value konf1 konf1a\"><\/td>\n                    <td class=\"value konf1 konf1b\"><\/td>\n                    <td class=\"value konf2 konf2a\"><\/td>\n                    <td class=\"value konf2 konf2b\"><\/td>\n                  <\/tr>\n                  <tr class=\"b dl\" data-vars=\"2\">\n                    <td class=\"label-r\"><span class=\"full\" contenteditable=\"true\">Variant 1<\/span><span class=\"abbrev\">V1<\/span><\/td>\n                    <td class=\"visitors\"><input id=\"iNa\" class=\"n\" min=\"0\" name=\"iNa\" type=\"number\"><\/td>\n                    <td class=\"conversions\"><input id=\"nCa\" class=\"n\" min=\"0\" name=\"nCa\" step=\"1\" type=\"number\"><\/td>\n                    <td class=\"value conversionRate\"><\/td>\n                    <td class=\"value uplift\" style=\"background: rgba(255, 255, 255, 0);\"><\/td>\n                    <td class=\"value konf1 konf1a\"><\/td>\n                    <td class=\"value konf1 konf1b\"><\/td>\n                    <td class=\"value konf2 konf2a\"><\/td>\n                    <td class=\"value konf2 konf2b\"><\/td>\n                  <\/tr>\n                  <tr class=\"c notStart dl\" data-vars=\"3\">\n                    <td class=\"label-r\"><span class=\"full\" contenteditable=\"true\">Variant 2<\/span><span class=\"abbrev\">V2<\/span><\/td>\n                    <td class=\"visitors\"><input id=\"iNa\" class=\"n\" min=\"0\" name=\"iNa\" type=\"number\"><\/td>\n                    <td class=\"conversions\"><input id=\"Ca\" class=\"n\" min=\"0\" name=\"nCa\" step=\"1\" type=\"number\"><\/td>\n                    <td class=\"value conversionRate\"><\/td>\n                    <td class=\"value uplift\" style=\"background: rgba(255, 255, 255, 0);\"><\/td>\n                    <td class=\"value konf1 konf1a\"><\/td>\n                    <td class=\"value konf1 konf1b\"><\/td>\n                    <td class=\"value konf2 konf2a\"><\/td>\n                    <td class=\"value konf2 konf2b\"><\/td>\n                  <\/tr>\n                  <tr class=\"d notStart dl\" data-vars=\"4\">\n                    <td class=\"label-r\"><span class=\"full\" contenteditable=\"true\">Variant 3<\/span><span class=\"abbrev\">V3<\/span><\/td>\n                    <td class=\"visitors\"><input id=\"iNa\" class=\"n\" min=\"0\" name=\"iNa\" type=\"number\"><\/td>\n                    <td class=\"conversions\"><input id=\"nCa\" class=\"n\" min=\"0\" name=\"nCa\" step=\"1\" type=\"number\"><\/td>\n                    <td class=\"value conversionRate\"><\/td>\n                    <td class=\"value uplift\" style=\"background: rgba(255, 255, 255, 0);\"><\/td>\n                    <td class=\"value konf1 konf1a\"><\/td>\n                    <td class=\"value konf1 konf1b\"><\/td>\n                    <td class=\"value konf2 konf2a\"><\/td>\n                    <td class=\"value konf2 konf2b\"><\/td>\n                  <\/tr>\n                  <tr class=\"e notStart dl\" data-vars=\"5\">\n                    <td class=\"label-r\"><span class=\"full\" contenteditable=\"true\">Variant 4<\/span><span class=\"abbrev\">V4<\/span><\/td>\n                    <td class=\"visitors\"><input id=\"iNa\" class=\"n\" min=\"0\" name=\"iNa\" type=\"number\"><\/td>\n                    <td class=\"conversions\"><input id=\"nCa\" class=\"n\" min=\"0\" name=\"nCa\" step=\"1\" type=\"number\"><\/td>\n                    <td class=\"value conversionRate\"><\/td>\n                    <td class=\"value uplift\" style=\"background: rgba(255, 255, 255, 0);\"><\/td>\n                    <td class=\"value konf1 konf1a\"><\/td>\n                    <td class=\"value konf1 konf1b\"><\/td>\n                    <td class=\"value konf2 konf2a\"><\/td>\n                    <td class=\"value konf2 konf2b\"><\/td>\n                  <\/tr>\n                  <tr class=\"f notStart dl\" data-vars=\"6\">\n                    <td class=\"label-r\"><span class=\"full\" contenteditable=\"true\">Variant 5<\/span><span class=\"abbrev\">V5<\/span><\/td>\n                    <td class=\"visitors\"><input id=\"iNa\" class=\"n\" min=\"0\" name=\"iNa\" type=\"number\"><\/td>\n                    <td class=\"conversions\"><input id=\"nCa\" class=\"n\" min=\"0\" name=\"nCa\" step=\"1\" type=\"number\"><\/td>\n                    <td class=\"value conversionRate\"><\/td>\n                    <td class=\"value uplift\" style=\"background: rgba(255, 255, 255, 0);\"><\/td>\n                    <td class=\"value konf1 konf1a\"><\/td>\n                    <td class=\"value konf1 konf1b\"><\/td>\n                    <td class=\"value konf2 konf2a\"><\/td>\n                    <td class=\"value konf2 konf2b\"><\/td>\n                  <\/tr>\n                  <tr class=\"g notStart dl\" data-vars=\"7\">\n                    <td class=\"label-r\"><span class=\"full\" contenteditable=\"true\">Variant                        6<\/span><span class=\"abbrev\">V6<\/span><\/td>\n                    <td class=\"visitors\"><input id=\"iNa\" class=\"n\" min=\"0\" name=\"iNa\" type=\"number\"><\/td>\n                    <td class=\"conversions\"><input id=\"nCa\" class=\"n\" min=\"0\" name=\"nCa\" step=\"1\" type=\"number\"><\/td>\n                    <td class=\"value conversionRate\"><\/td>\n                    <td class=\"value uplift\" style=\"background: rgba(255, 255, 255, 0);\"><\/td>\n                    <td class=\"value konf1 konf1a\"><\/td>\n                    <td class=\"value konf1 konf1b\"><\/td>\n                    <td class=\"value konf2 konf2a\"><\/td>\n                    <td class=\"value konf2 konf2b\"><\/td>\n                  <\/tr>\n                  <tr id=\"newline\">\n                    <td class=\"label-r\" colspan=\"2\"><span class=\"nl\"><span class=\"symbol\">+<\/span> Add variant<\/span><\/td>\n                    <td class=\"conversions\"><\/td>\n                    <td class=\"konf2 label-r last\" colspan=\"6\"><span class=\"ll notStart\" style=\"display: none;\">Remove variant<span class=\"symbol\">&ndash;<\/span><\/span><\/td>\n                  <\/tr>\n                <\/tbody>\n              <\/table>\n            <\/div>\n            <p id=\"warning1\" class=\"warning\" style=\"display: none;\">&#9888; Warning! At least one variant has very few conversions. (&lt;80).<\/p>\n            <p id=\"warning2\" class=\"warning\" style=\"display: none;\">&#9888; Not enough conversions for a meaningful test (min. 5)<\/p>\n            <p id=\"warning3\" class=\"warning\" style=\"display: none;\">&#9888; The number of visitors must not be smaller than the number of conversions!<\/p>\n            <p id=\"warning4\" class=\"warning\" align=\"right\" style=\"display: none;\">Numbers only are allowed!<\/p>\n            <input class=\"gobutton\" style=\"margin-left: 0 !important;\" type=\"button\" value=\"Calculate significance\">\n            <p class=\"methode\" style=\"display: none;\">Calculated using a two-sided Chi<sup>2<\/sup> test. Each variant was compared individually with the control (4-field test).<\/p>\n\n          <\/form>\n        <\/section>\n      <\/div>\n    <\/div>\n  <\/div>\n<\/div><\/div>\n<\/div>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><aside id=\"aside-content-block_755517328e2f4eccbe87501b13201297\" class=\"aside-content block block--aside-content\" data-title=\"\">\n  <div class=\"aside-content__content content\">\n                        <div class=\"content__sl\">\n          <svg width=\"15\" height=\"15\" viewbox=\"0 0 15 15\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n            <circle cx=\"7.5\" cy=\"7.5\" r=\"6\" stroke=\"#C32218\" stroke-width=\"3\"><\/circle>\n          <\/svg>\n          Is your test result significant?        <\/div>\n            <h2 class=\"content__hl\">Confidence and significance<\/h2>                        <\/div>\n<\/aside><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\"><div id=\"basic-content-block_7595550a90f3055fffcc5963554c3cdf\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p><strong>Confidence<\/strong> is the probability that the measured difference from the original variant (control) <strong>did not occur by chance<\/strong>, but is due to the test setup.<\/p>\n<p><strong>Significance<\/strong> is the opposite, i.e., the probability that both variants show no structural differences and that measured differences <strong>occurred purely by chance<\/strong>.<\/p>\n<p>Confidence is therefore the inverse probability of significance. Significance and confidence always add up to 100%. For example, if the calculated significance is 20%, the confidence is 80%.  <\/p>\n<p>&nbsp;<\/p>\n<h2>Is my test result significant?<\/h2>\n<p>Significance analysis is a useful tool for evaluating your test results. With our significance calculator, you can find out how likely it is that the results are meaningful or were measured purely by chance. <\/p>\n<p>In general, the smaller the calculated significance, the less likely it is that the measured uplift or downlift occurred purely by chance. Conversely, a high confidence means that the probability of a random result is relatively low. <\/p>\n<h3>Confidence levels and significance levels<\/h3>\n<p>Before starting the test, a confidence level must be selected. This determines how certain you want to be that the test result also applies to the population. If the calculated confidence is above the confidence level, the test is accepted as statistically significant.  <\/p>\n<p>The following confidence-level scheme has become established in the social sciences:<\/p>\n<p>&nbsp;<\/p>\n<div class=\"table_component\" tabindex=\"0\" role=\"region\" style=\"overflow: hidden\">\n<table style=\"min-width: 100%\">\n<tbody>\n<tr>\n<td style=\"width:90px;\">90%<\/td>\n<td><strong>indicative:<\/strong><br>\nA difference may still be assumed, but is not considered proven.<\/td>\n<\/tr>\n<tr>\n<td style=\"width:90px;\">&ge;95%<\/td>\n<td><strong>significant:<\/strong><br>\nIn many fields, 95% is the most commonly chosen confidence level. Therefore, in this standard scheme, confidence levels of 95% or more are considered statistically significant.<\/td>\n<\/tr>\n<tr>\n<td style=\"width:90px;\">&ge;99%<\/td>\n<td><strong>highly significant:<\/strong><br>\nIf the confidence exceeds a level of 99%, the test is considered highly significant.<\/td>\n<\/tr>\n<tr>\n<td style=\"width:90px;\">&ge;99.9%<\/td>\n<td><strong>extremely significant:<\/strong><br>\nThe probability that the difference occurred purely by chance is &le; 0.1%. The result is extremely significant.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n  <\/div>\n<\/div>\n\n<div id=\"basic-content-block_135d8d6d07f914011b8581579ff4bcad\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>One-tailed test vs. two-tailed test<\/h2>\n<p>In principle, there are two ways to test: one-tailed and two-tailed tests. The difference lies in the research question. <\/p>\n<p>The <strong>two-tailed test<\/strong> determines whether there is <strong>any difference at all<\/strong> between the tested variant and the original variant (control).<br>\nIn a <strong>one-tailed test<\/strong>, however, only whether the tested variant is better than the original variant is checked.<\/p>\n<p>Please note: our significance calculator always uses a two-tailed evaluation. While a one-tailed calculation leads to a significant result more quickly, it is not entirely unproblematic: if the supposedly better test variant performs worse than the original, this is attributed to chance rather than a structural difference. <\/p>\n<p>With a one-tailed test, you can therefore never find out whether a variant is significantly worse&mdash;only that it is not significantly better. Since you should generally not rule out that the tested variant performs worse than the original variant, we recommend always running a two-tailed test. <\/p>\n<p>Do you still have questions about interpreting your tests?<br>\nYour test results are not significant?<br>\nOr are you looking for general information on A\/B and multivariate testing?<\/p>\n  <\/div>\n<\/div>\n\n<div id=\"teaser-slim-block_81c36c42a49b7dab62b6db47ad531430\" class=\"teaser-slim block block--teaser-slim\" data-title=\"\">\n  <div class=\"teaser-slim__content content\">\n    <div class=\"content__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"559\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Gemini_Generated_Image_kcvejgkcvejgkcve-1024x559.jpeg\" class=\"attachment-large size-large\" alt=\"Frau mit Brille und Kopfh&ouml;rern arbeitet zu Hause am Laptop und blickt in die Kamera. KI-generiertes Bild.\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Gemini_Generated_Image_kcvejgkcvejgkcve-1024x559.jpeg 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Gemini_Generated_Image_kcvejgkcvejgkcve-300x164.jpeg 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Gemini_Generated_Image_kcvejgkcvejgkcve-768x419.jpeg 768w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Gemini_Generated_Image_kcvejgkcvejgkcve-1536x838.jpeg 1536w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Gemini_Generated_Image_kcvejgkcvejgkcve-2048x1117.jpeg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\">          <\/div>\n    <div class=\"content__info info\">\n              <svg class=\"info__decoration\" width=\"267\" height=\"127\" viewbox=\"0 0 267 127\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n          <path d=\"M151.031 29C218.027 29 272.138 83.0603 272.138 149.5C272.138 215.94 218.027 270 151.031 270C84.0352 270 29.9248 215.94 29.9248 149.5C29.9248 83.0603 84.0352 29 151.031 29Z\" stroke=\"#FBC105\" stroke-width=\"58\"><\/path>\n        <\/svg>\n                    <div class=\"info__sl\">Your test results are not significant? Or are you looking for general information on A\/B and multivariate testing? <\/div>\n            <h2 class=\"info__hl\">Do you still have questions about interpreting your tests?<\/h2>      <a href=\"https:\/\/e-dialog.group\/en\/contact-form\/\" target=\"_self\" class=\"info__cta\">\n        We will be happy to help!\n      <\/a>    <\/div>\n  <\/div>\n<\/div><\/div>\n<\/div>\n<div id=\"teaser-classic-block_bd72efe5d6e676bd3bde5d48708f6edb\" class=\"teaser-classic block block--teaser-classic\" data-title=\"\">\n  <div class=\"teaser-classic__content content\">\n    <div class=\"content__top top\">\n      <div class=\"top__info info\">\n                  <div class=\"info__sl\">\n            <svg width=\"15\" height=\"15\" viewbox=\"0 0 15 15\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n              <circle cx=\"7.5\" cy=\"7.5\" r=\"6\" stroke=\"#C32218\" stroke-width=\"3\"><\/circle>\n            <\/svg>\n            Knowledge          <\/div>\n                <h2 class=\"info__hl\">Relevant updates &amp; news<\/h2>      <\/div>\n          <\/div>\n    <div class=\"content__posts posts-teaser\">\n                      <div class=\"posts-teaser__post-teaser post-teaser \">\n                      <div class=\"post-teaser__img\">\n              <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"161\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/01\/getty-images-wakBCCeiDe8-unsplash_processed-300x161.jpg\" class=\"attachment-medium size-medium\" alt=\"UX design\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/01\/getty-images-wakBCCeiDe8-unsplash_processed-300x161.jpg 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/01\/getty-images-wakBCCeiDe8-unsplash_processed-1024x549.jpg 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2026\/01\/getty-images-wakBCCeiDe8-unsplash_processed-768x412.jpg 768w, 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