How we build synthetic shoppers, how we measure significance honestly, and what we're learning about conversion from teams running hundreds of ranked experiments.
How we keep synthetic shoppers out of merchant analytics: a universal blocklist built from crawling 100 ecommerce sites, plus Sherlock — an agent that audits each new customer site and patches anything that slips through.
Squoosh experiments now explain the reasoning behind every result — what shoppers noticed, what drove conversions, and what pushed them away, broken down by variant.
We rebuilt how our synthetic shoppers are generated, paired across variants, and how significance is measured, to give you more accurate experiment results.