For a video walk through of the reports page and how to interpret the results, check out the video below from one of our engineers.
There is one table and graph for each goal. They show the total number of visitors and the total number of conversions, as well as growth/confidence and conversion rate.
Growth
Growth is the percent improvement in conversion rate compared to the baseline, which is your original variant. Confidence is a percentage based on the 2-tailed z-test, which can show positive or negative improvement. You choose your confidence threshold in the goals section of creating an experiment. When the confidence hits your threshold, you can say with certainty that your results are not due to chance.
As your experiment progresses, the growth trend is shown by a red or green arrow and the confidence is shown by the progress bar.
This is a positive trend of 2% with 72% confidence. If there is a positive change, you likely want to officially make the change in the variant.
This is a negative trend of 4% and 70% confidence. It is possible to be confident in a negative result. If the growth is negative and the confidence reaches the threshold, you would be confident that this variant is not better than the original.
Conversion rate
Conversion rate is how often visitors of the variant are converting. The conversion counted depends on the goal of the table being viewed.
Charts
Below the table is a graph showing real-time conversions. You'll see a spike in the graph when there is a conversion. In the following example there are 5 spikes in the graph signifying conversions that happened while the graph was being viewed:
Then, there are line graphs to show changes over time, they include: conversions, conversion rate, and cumulative conversions.
Filters
At the top of the reports page, you can filter your results by date ranges, device type, browsers, operating systems, and location to get a more granular picture of your users's behavior.