About: This wiki page captures the latest AB Experimentation learnings and captures what we have logged via VOC to ensure Productization occurs as we conclude and learn from our AB Testspage is designed to summarize our active AB experimentation tests, planned/roadmapped work, and the results & next steps coming out of each experiment to productionize our learnings.
Recently Completed Experiments & Next Steps
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Experiment | Experiment Name | Test Details | ||||||||
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In-Flight Test Launched | Checkout UI simplification (padlock icon removal) Hypothesis: By updating or removing the padlock icon we will decrease confusion within checkout, increasing conversions. | ↑ Conversions | ||||||||
Coming Soon September | Checkout | Skip Login Hypothesis: By removing the Login step in checkout, we will create an easier checkout exp. thus increasing conversions. | More Info here:
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Coming Soon September | PDP Return & Exchange Copy Hypothesis: By adding copy about returns and exchanges in the PDP product detail section, we can boost user confidence and increase conversions. | More Info here:
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Coming Soon September | Global | Auto-Ship Messaging Hypothesis: By updating the auto-ship language, we will increase the number of auto-ship toggle clicks and transactions with auto-ship. | More Info here:
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Coming Soon October | Global Nav | Bag Icon Functionality Hypothesis: Making the bag icon open a mini cart will allow users to view their cart without leaving product pages which will increase the average number of items users add to their cart before checkout. | More Info here:
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Coming Soon October | PDP | Product Style Options Hypothesis: By focusing recommended Styles to only show specific types of products, this will minimize the number of options, decrease users being overwhelmed, and thus increasing site conversions. | More info here:
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Coming Soon October | PLP | Auto Ship Toggle Location Hypothesis: By moving the Auto-Ship toggle next to the sort drop down, we will increase toggle interaction and increase purchases with subscriptions. | More info here:
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Backlog | Mini Cart | add Checkout CTA Button Hypothesis: Giving users the option to bypass the (full) Cart will help conversion rates and create an easier shopping-to-checkout experience. | More Info here: | ||||||||
Backlog | Checkout | Shipping Address Changes Message Hypothesis: By adding Shipping Address Changes messaging to checkout, we will reduce friction in the checkout flow, increasing continuation and conversions. | More Info here: | ||||||||
Coming Soon | (Your Experiment Here!) | See details below and submit your hypothesis today! |
Do you have an idea for an experiment?Submit your experiment idea & hypothesis here. We hope you found this update to be informative and helpful in understanding where we’re headed as we develop our experimentation program. We’re actively working to extend our testing capabilities to include Marmot in the coming weeks and will be connecting with a few of you shortly. Again, a big thank you to everyone for their interest and support! Please reach out with any questions via email or slack—we’re happy to chat. -Thanks, Alex Alesio (Deactivated) |
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Site Ramp Up | Scaling AB experimentation across key sites:
Below is a recap of our plans to scale our AB Experimentation capabilities across our key Newell sites.
(8) sites are planned to receive AB Tasty experimentation functionality. Yankee is live and fully connected with Graco soon to follow. This leaves (6) remaining sites to be activated. See below for details.
AB Tasty site activation plans & timing:
Completed:
Yankee (2022-June-1)
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In Progress:
Graco (2022-October-1)
john.morrison (Unlicensed) & Doug working towards AB Tasty site configuration.
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Upcoming (2022):
Marmot (2022-Nov-1) Targeting a November launch pending ELF/PWA dependencies which @Robinson, Doug (cc john.morrison (Unlicensed)) are actively working through.
FoodSaver (2022-Nov-1)
Upcoming (2023):
Coleman (2023-Feb-1)
BabyJogger (2023-Feb-1)
Calphalon (2023-Feb-1)
ExOfficio (2023-Feb-1)
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Technical Work to configure AB Tasty: Alex Alesio (Deactivated) to continue working closely with john.morrison (Unlicensed) and @Doug who have been instrumental in executing the technical work required to have AB Tasty configured, tested, and implemented for our sites. @John has agreed to create and own the JIRA tickets required for AB Tasty implementation and will drive them forward with the team’s help.
Backlog build out per brand: On a separate but related track, Alex Alesio (Deactivated) will continue to coordinate with Brand / DIV business teams to start generating hypotheses ensuring our experimentation roadmap continues to be build out. If you have a hypothesis or test idea, you can submit it today Bit.ly/abRequest.
Please reach out to Alex Alesio (Deactivated) with any questions via Email or Slack. Happy to provide clarity where needed. Thanks! -Alex