The few numbers that count

What it's about

Your business is a shop on a street. People walk past, look in the shop window, open the door, go to the till. Before you redo the shop window, you check whether there are simply fewer people on the street. That's why you always read your numbers in the same order.

What you'll learn

• Which few numbers a small business really needs
• The order to read them in: visitors, funnel, behaviour, sums
• How to compare time periods fairly and tell chance from real change
• Why an A/B test needs lots of visits and is never stopped early

How you go about it

1. With your AI, you check whether your statistics count what they should, and you filter out your own visits.
2. You export your numbers, and together you choose two fair time periods.
3. You read the numbers together in the fixed order and check them against the real orders.
4. When something changes, you do three checks before you name a cause.
5. You record where things stand in docs/zahlen.md and add to it every month.

Done when

• the file docs/zahlen.md with your numbers and your interpretation is in your project.