Page Comparison

This wiki page captures our AB experiment’s hypothesis, goals, supporting data/findings, test screenshot previews, and results once available.

Experiment Name: 

New.22.013 Global NAV | Bag Icon functionality update (expand Mini-Cart instead of current switching pages to full cart)

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.

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Findings:

• Once a user adds a product to bag they are presented with a mini cart; but there is no other way to produce said mini cart later.

Goals:

• ↑ Average Order Revenue

• ↑ Conversions
  

• Test Clicks to the Bag icon opening up Mini Cart
  vs. sending users to Cart Page to see if that positively impacts experience and conversions.
  

Target:  

• Yankee DTC website ( YankeeCandle.com )

• All Pages

• All Users

Results & Recs:

Results:

• The Control outperformed variant V1 where we experimented with the Mini-Cart expanding on Cart-Icon click -vs- our current state of taking users to the full-cart-page. Not a winning hypothesis for  this test, but we have many more Mini-Cart iterations in store for next year’s set of experiments. 

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• Engagement: V1 users clicked on the [View Bag & Checkout] CTA 51% more with a 100% stat sig which was expected since they had access to the mini-cart at any time. However, page views for Login page, Shipping page, and Checkout page all declined with stat sig. 
  

• Conversions: Transactions saw a decrease for V1 without stat sig but AOV increased (also without stat sig). CXPerts suggests this change may be related to deals being more clear/explicit on the Full Cart page.

Recommendation:

• Consider future iterations to to update deals and incentives to mini-cart. 

By The Numbers:

ABTasty

Data & Insights

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AB Experiment Previews:
Screen Shots, Video Capture, & Preview links

Screenshot Preview: 

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Video Capture Preview:

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.

Notes:

• ABT Jira ticket: abt_113
  

  Jira Legacy
  server System JIRA serverId 8dc78667-a808-3fa8-89c9-9cd03218340f key ABT-113