Live stream: https://www.youtube.com/watch?v=Y9OPX75ax0M

Controlled experiments such as A/B tests are a gold standard for determining whether changes to a website significantly impacted user behaviour, however they are not always possible. In this talk we walk through a iPython Notebook and describe a non-parametric method for determining whether changes to e-commerce product pages impacted conversion to basket without the use of controlled experiments.