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.
Experiment Name:
new-22-002 Global | Bag to Cart
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Hypothesis:
By changing the bag icon and copy “Bag” to a cart icon and copy “Cart” within the global nav header, we can increase cart clicks, engagement, and conversion.
Goals:
↑ Conversions
↑ Engagement
↑ Cart clicks
Target:
Yankee DTC website ( YankeeCandle.com )
All Users / all pages
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Results:
Results: test 22.002 ran for 14 days and the results are mixed (see below).
Engagement: we see v1-Cart driving a 100% stat sig increase in global cart icon clicks by about 3.2%, leading us to believe it may be more visible or interesting to users.
Conversions: although we saw an increase in clicks, we observed that v1-Cart drove a slight 1.3% decrease to order confirmation page views with 92% stat sig.
Recommendations & Next Steps:
End the test to avoid any potential harm to conversion.
CXperts' hypothesis for these mixed results may be a result of users intending to engage the mini-cart (available with add-to-cart clicks), thus the increase in clicks to the Cart icon, but were potentially frustrated in that lack of behavior.
Next Steps: Consider prioritizing tests around Mini-Cart functionality to validate this hypothesis.
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By The Numbers: data from ABTasty
1 ) Cart Clicks
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2 ) PLP Add to Cart Clicks
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3 ) Order Confirmation Page View
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4 ) Cart Page Visit
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AB Experiment Previews:
Screen Shots, Video Capture, & Preview links
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.
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AB Tasty Preview Links:
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