About this wiki: This wiki page is designed to summarize and capture our AB experiment goals, screen shot previews, and results after a test concludes.
next steps:
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Experiment Name:
new-22-006 Cart Page | Minimized NAV Bar (Yankee)
Experiment Design:
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Pending / Next Steps for test 006
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Hypothesis:
By minimizing the nav bar by default,
we minimize distraction and focus users to the checkout process,
thus increasing the number of users continuing to checkout and transacting.
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Yankee DTC website ( YankeeCandle.com )
All Users
All Cart & Checkout Pages
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Results:
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Added 2022-
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Aug-04
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Verdict: Win / Inconclusive
Results
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Minimized Nav (v1) showed increased CTA Clicks [Continue to Checkout] and slightly reduced bounce rates.
[ Continue to Checkout ] CTA Clicks:
for v1 (Minimized NAV variant) show positive lift in CTA-Clicks but has not hit stat sig (as of Aug4).Transactions:
for v1 is mostly at parity with Control showing just a slight decrease.Bounce:
v1 (minimized nav) decreased the bounce rate by ~4% with 96% stat sig,
indicating that less users were navigating away from the checkout process for variant v1.
Recommendation:
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End the test.
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Recommendations & Next Steps:
Updating navigation on Odyssey to leverage v1(Minimized Nav) for slight improvement to bounce ratesis logged and under consideration for implementation.
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Results, by The Numbers (data from ABTasty):
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Screenshot Preview:
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Video Capture Preview:
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Note: This screen capture video is helpful in providing a quick preview to understand the nature and purpose of the test, but may not be as up-to-date as the below preview links.
Link: xxxxx
AB Tasty Preview Links:
v1 link xxxxx
v2 link xxxxx