In an A/B/n landing page test, what is the first step to analyze data?

The first step to analyze data in an A/B/n landing page test is to analyze for statistical significance. This is crucial because it ensures that any differences in performance between the variations are not due to random chance. Statistical significance provides a way to quantify the likelihood that the observed results would occur if the variations actually performed identically, thus allowing for more informed decision-making.

In the context of A/B/n testing, statistical significance helps establish whether the changes made to a landing page (in the variations) resulted in a truly better performance in metric(s) of interest, such as conversion rates, or if the observed differences could easily be attributed to random fluctuations in user behavior. Only after establishing that the results are statistically significant can other metrics be effectively analyzed with confidence, leading to actionable insights regarding which landing page version to adopt.