---
title: "Split test results"
slug: "split-test-results-999346"
abstract: "Split test results section of a split test report in the analytics section of Sitecore Discover Customer Engagement Console (CEC)."
---
# Split test results

Using the *Split test results* report, you can analyze the results using different primary test metrics and their related metrics.

To change the primary test metric, in the **Primary test metric** drop-down menu in the top right-hand side of the report, select another value.

![Screenshot of a split test results report.](https://doc.sitecore.com/api/markdown-image/discover/en/users/discover-user-guide/images/split-test-results.png)

For each value chosen from the **Primary test metric** drop-down menu, the report refreshes and displays the following:

- A tabular presentation of tested widget variations and related metrics.
- Statistical confidence at the following levels 80%, 85%, 90%, 95%, and 99%.
- Standard deviation and probability values at 95% confidence.
- Line chart plotting the results distribution for each tested widget variation.

To export data, click ![Additional options](<https://doc.sitecore.com/api/markdown-image/discover/en/users/discover-user-guide/images/Additional%20options.png>) and then click **Export Data**.

<details>
<summary><h2>Primary test metric and related metrics</h2></summary>

The following table lists the related metrics used in our analysis with a primary test metric:

| Primary test metric | Related metrics for analysis |
| --- | --- |
| Direct CVR | Click-assisted visit, direct conversion, and modeled CVR. |
| Click-assisted CVR | Click-assisted visit, click-assisted conversion, and modeled CVR. |
| CTR | Views, clicks, and modeled CVR. |

</details>

<details>
<summary><h2>Interpreting split test results</h2></summary>

The report provides detailed test results at a commonly accepted confidence level of 95%, which is not conservative nor aggressive.

In a typical split test, the hypothesis is *two-sided* or run with two widget variations, and the null hypothesis is that the variations are similar. You can analyze the results using the following table:

| z-score or standard deviation | Analysis for confidence level of 95% |
| --- | --- |
| Less than -1.96 or greater than + 1.96 | The null hypothesis is rejected.<br><br>The two variations are significantly different. |
| Between - 1.96 an 1.96 | The null hypothesis cannot be rejected. |

</details>

<details>
<summary><h2>Metrics and KPIs</h2></summary>

In the reports, attributed metrics and KPIs represent records that reflect the type of visitor interaction to which they are attributed.

For example, a click-assisted metric records sessions or visits where the visitor purchased one or more products different from those that they clicked.

Visitor interaction types include:

- **Direct** - refers to a visitor clicking one or more products and purchasing one or more products that they clicked.
- **Click-assisted** - refers to a visitor purchasing one or more products different from those they clicked.
- **View-assisted** - refers to a visitor viewing one or more products.
- **Unassisted** - refers to a visitor not viewing and not clicking a product but converting.

The following describes the metrics and KPIs in this report:

**Click visits** - the number of visits with at least one click on or within a Discover widget.

**Click conversion** - the number of click-assisted conversions.

**Click-assisted conversion rate (CVR)** - the ratio of click-assisted converted visits and the total number of visits.

**Modeled CVR** - the ratio of converted visits and the total number of visits modeled by Sitecore.

</details>