About: This wiki page captures the latest AB Experimentaiton updates sent via email on 2022-Aug-19.
Subject: AB Testing & Experimentation Update
Sent: Friday, August 19, 2022 8:00 am
From: Alesio, Alexander <Alexander.Alesio@Newellco.com>
Hello Team,
We're excited to share our latest AB experimentation updates as we continue to test and learn on Yankee’s website. So far, we’ve made solid progress with 8 tests launched to date, 6 of which have completed and provided results which I have summarized below. Also, a big thank you to our many eComm partners who have made this possible!
Recently Completed AB Experiments
...
Experiment
Status
...
Test
Timing
...
Experiment Name
& Hypothesis
...
Metrics
(Primary, Secondary, & Tertiary)
...
Results &
Next Steps
...
Jira ticket(s) logged
...
Learner
...
20-Jul to 5-Aug
...
[22.006]
Cart Page Minimized NAV Bar (Yankee)
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.
...
↑ [Cont-to-Checkout] CTA
↑ Transaction
...
Results: Minimized Nav (v1) showed increased CTA Clicks [Continue to Checkout] and slightly reduced bounce rates.
RECs & Next Steps: Checkout to utilize a minimized nav is under consideration for Odyssey.
...
Winner ⭐️
26-Jul to 18-Aug
...
[22.005]
PLP Filter Order (Yankee)
Hypothesis: By changing the order of the filters in the sidebar, we can help users find their preferred product more easily, increasing PDP visits, add to bag CTA clicks, and conversions.
...
↑ PDP Visits
↑ Add to Cart
↑ Conversions
...
Results: This test ran for 22 days, and v1-Filter-Reorder is a Win! Filter Interactions: v1 Filter Interactions had a stat sig uplift, increasing by ~15% with 100% stat sig. Although Filter Toggle Interactions may have decreased (not stat sig), all other filters received uplift of at least 6%, most notably Fragrance Type & Color which increased by ~20% with 100% stat sig.
RECs & Next Steps: Declare v1 a winner and implement; continue to iterate on tests around filter treatments and locations, specifically the toggle filters.
...
Winner ⭐️
22-Jul to 5-Aug
...
[22.004]
PLP & HP Add-to-Bag CTA Color (Yankee)
Hypothesis: By changing from a “ghost” button style to a filled button style with a primary color, we can increase Add to Bag CTA clicks on the Homepage / PLP and thus conversions.
...
↑ [Add-to-Cart] Clicks
↑ Conversions
...
Results: Green wins! The v1-Green [Add-to-Bag] CTA variant outperformed v2-Blue variant and the control. Stat Sig of 90% was achieved showing a positive impact to Order Confirmation pages by ~1.5% uplift compared to the control. This is a direct result of the color change, which increased clicks to the [Add-to-Bag] CTA by 2.5% at 99% stat sig.
RECs & Next Steps: Updating the [Add-to-Bag] CTA color to Green for PLP & HP is under discussion with Product/UX.
...
Learner
22-Jul to 15-Aug
[22.003]
...
↑ [Cont-as-Guest] Clicks
↑ Conversions
...
Results: After 21 days of runtime, this test is inconclusive. Both Mobile & Desktop do not have stat sig difference in behavior for primary goal (Clicks to Checkout as a Guest CTA) or macro goal (Order Confirmation Page Views).
RECs & Next Steps: End the test. Consider additional testing on Checkout to understand how Loyalty Messaging on Checkout can incentivize users to Sign-In to generate Rewards Points. (This test is listed in our experimentation IDEAS area and is under consideration for future testing).
...
Learner
28-Jul to 11-Aug
...
[22.002]
Global Bag to Cart (Yankee)
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.
...
↑ Conversions
↑ Engagement
↑ Cart Clicks
...
Results: After 14 days of runtime, the results are mixed. 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.
RECs: End the test and consider experimenting with mini-cart per the learnings of this test. CXperts’ revised hypothesis; mixed results of this test 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.
...
Learner
...
27-Jun to 1-Aug
...
[22.001]
PDP Add-to-Bag CTA Color Swap (Yankee)
Hypothesis: By changing the add-to-cart button color, we can increase the number of add-to-cart clicks and conversions.
...
↑ [Add-to-Cart] Clicks
↑ Conversions
↑ Conversion Funnel (cart + checkout visits)
...
Results: Original CTA color outperformed both variants with 98% stat sig for [Add-to-Bag] CTA clicks.
RECs & Next Steps: CTA Color changes under consideration per Test004’s results which revealed Green Add-To-Cart CTAs to outperform both variants and the control.
In-Flight + Planned Experiments
...
Experiment
Status
...
Test
Timing
...
Experiment Name
& Hypothesis
...
Metrics
(Primary, Secondary, & Tertiary)
...
In-Flight
...
Aug Launched
...
[22.007]
PLP & HP Quantity Selector removal (Yankee)
Hypothesis: By removing the Quantity Selector on the PLP, we will reduce user friction and hesitation on the PLP, increasing PDP visits, add to bag clicks, and conversions.
...
AB Update & Recap:
In-Flight, Completed, Roadmapped, & action items resulting from Winning experiments…)
About: This page 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 Tests & Next Steps
Status | Experiment Name | Test Goals | Results & Experiment | Next Steps & Action Items: | ||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
Winner ⭐️ Test Duration: | Quantity Selector removal on HP PLP Hypothesis: By removing the Quantity Selector on the PLP, we will reduce user friction and hesitation on the PLP, increasing PDP visits, add to bag clicks, and conversions. | ↑ PDP Visits | Results (the verdict): After 20 days of test runtime, v1(Quantity Selector Removed from Product Tiles) is a Winner! | RECs & Next Steps
Additional Info: | ||||||||
Learner | PLP Star-Rating # Reviews presentation Hypothesis: By adding the number of reviews underneath the stars on products within the PLP, we will illustrate product popularity accurately, decreasing user hesitations, increasing “Add to Bag” CTA clicks and conversions. | ↑ Add to Bag CTA Clicks | Results: Test ran for 14 days and the results are inconclusive. No stat sig impact on order confirmation page visits or other checkout page visits between either variation. No differences between mobile or desktop users. | No next steps required—learner experiment. Recommendation; conclude the test and move on to more fruitful tests. This is a good reminder that users may say one thing but do another, in that reviews are important to them, but maybe not on the PLP. Additional Info: | ||||||||
Winner ⭐️ | PLP Filter Order (Yankee) Hypothesis: By changing the order of the filters in the sidebar, we can help users find their preferred product more easily, increasing PDP visits, add to bag CTA clicks, and conversions. | ↑ PDP Visits | Results: the test ran for 22 days and v1 (Filters Reordered) is a Winner! Result Details: v1 Filter Interactions had a stat sig uplift, increasing by ~15% with 100% stat sig. Although Filter Toggle Interactions may have decreased (not stat sig), all other filters received uplift of at least 6%, most notably Fragrance Type & Color which increased by ~20% with 100% stat sig. | RECs & Next Steps:
Additional Info: | ||||||||
Winner ⭐️ | Add-to-Bag CTA Color update across Yankee Hypothesis: By changing from a “ghost” button style to a filled button style with a primary color, we can increase Add to Bag CTA clicks on the Homepage / PLP and thus conversions. | ↑ [Add-to-Cart] Clicks
| Results: Green wins! | RECs & Next Steps:
Additional Info: | ||||||||
Learner | Cart Page Minimized NAV Bar (Yankee) 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. | ↑ [Cont-to-Checkout] CTA | Results: Minimized Nav (v1) showed increased CTA Clicks [Continue to Checkout] and slightly reduced bounce rates. | RECs & Next Steps:
Additional Info: | ||||||||
Learner | Checkout Guest CTA (Yankee) Hypothesis: By changing the color of the primary Sign-In CTA for guests in the checkout flow, we will increase conversions via Guest checkout. | ↑ [Cont-as-Guest] Clicks | Results: After 21 days of runtime, this test is inconclusive. Both Mobile & Desktop do not have stat sig difference in behavior for primary goal (Clicks to Checkout as a Guest CTA) or macro goal (Order Confirmation Page Views). | (No immediate follow up—test results were mixed) Potential next steps: Consider additional testing on Checkout to understand how Loyalty Messaging on Checkout can incentivize users to Sign-In to generate Rewards Points. (This test is listed in our experimentation IDEAS area and is under consideration for future testing). |
In-Flight
Learner Test Duration: | Global Bag to Cart (Yankee) |
002] Hypothesis: By |
↑ Add to Bag CTA Clicks
↑ Conversions
Coming Soon
Aug Launch planned
[22.008]
Checkout UI simplification (padlock icon removal)
Hypothesis: By updating or removing the padlock icon we will decrease confusion within checkout, increasing conversions.
↑ Conversions
↑ Engagement
Coming Soon
Sept Launch planned
[22.010]
Global NAV | Bag Icon Functionality (mini-cart toggle)
↑ Conversions
↑ Engagement
Coming Soon
Sept Launch planned
[22.011]
PDP Return & Exchange Copy
↑ Conversions
↑ Engagement
Coming Soon
Sept Launch planned
[22.012]
Global | Auto-Ship Messaging
↑ Conversions
↑ Engagement
Coming Soon
The future
(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)
!!!! to log via ODYI VOC
ATC Add-to-Cart CTA Color update (HP PLP PDP) per AB experiment results
AB Test [22.004]: PLP & HP Add-to-Bag CTA Color (Yankee) Winner ⭐️
Hypothesis: By changing from a “ghost” button style to a filled button style with a primary color, we can increase Add to Bag CTA clicks on the Homepage / PLP and thus conversions.
Recommendations / Next Steps / Test Results
RECs & Next Steps:
Update the [Add-to-Bag] CTA color to Green on PLP & HP,
as (v1) variant was a clear winner.
Test Results:
Results: We have a ⭐️ Winner! (v1) Green Wins!
The v1-Green [Add-to-Bag] CTA variant outperformed v2-Blue variant and the control.
We hit stat sig of 90% that we are driving a positive impact to order confirmation pages by ~1.5% uplift compared to the control (refer to first image below).
This is a direct result of the color change, which increased clicks to the [Add-to-Bag] CTA by 2.5% at 99% stat sig (refer to second image below).
Test Details:
Metrics (Primary, Secondary, & Tertiary):
↑ [Add-to-Cart] Clicks
↑ Conversions
Test Screen shot (see test wiki page link below for more details)
...
For more details, visit this test’s wiki page.
PLP Filters | update order of filters (per AB experiment results)
AB Test [22.005]: PLP Filter Order (Yankee) Winner ⭐️
Hypothesis: By changing the order of the filters in the sidebar, we can help users find their preferred product more easily, increasing PDP visits, add to bag CTA clicks, and conversions.
Recommendations / Next Steps / Test Results
RECs & Next Steps:
Implement (v1) Filter Order on PLP/Search for Yankee as v1 was declared a winner that outperformed current state.
Revised filter order shown below:
...
Test Results:
Results: This test ran for 22 days, and v1-Filter-Reorder is a Win! Filter Interactions: v1 Filter Interactions had a stat sig uplift, increasing by ~15% with 100% stat sig. Although Filter Toggle Interactions may have decreased (not stat sig), all other filters received uplift of at least 6%, most notably Fragrance Type & Color which increased by ~20% with 100% stat sig.
Optional (for future test consideration): Continue to iterate on tests around filter treatments and locations, specifically the toggle filters.
Test Details:
Metrics (Primary, Secondary, & Tertiary):
↑ PDP Visits
↑ Add to Cart
↑ Conversions
For more details, visit this test’s wiki page.
Cart Page | Implement Minimized NAV Bar (per AB experiment results)
AB Test [22.006]: Cart Page Minimized NAV Bar (Yankee)
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.
Recommendations / Next Steps / Test Results
RECs & Next Steps:
Update Checkout to utilize a minimized navigation as it will keep users focused within the checkout funnel, and should results in increased CVR and a reduced bounce rate.
See below screen shot & video for implementation guidelines
...
Video Capture
...
Test Results:
Minimized Nav (v1) showed increased CTA Clicks [Continue to Checkout] and slightly reduced bounce rates.
Test Details:
Metrics (Primary, Secondary, & Tertiary):
↑ [Cont-to-Checkout] CTA
↑ Transaction
For more details, visit this test’s wiki page.
[x] test results / action merged
Note: Test 001 results & action items merged into Test-004 as results relate to the same [Add-to-Cart] CTA color testing.
AB Test [22.001]: PDP Add-to-Bag CTA Color Swap (Yankee)
Hypothesis: By changing the add-to-cart button color, we can increase the number of add-to-cart clicks and conversions.
Recommendations / Next Steps / Test Results
RECs & Next Steps:
Update [add-to-cart] cta color on PDP to Green per Test004’s winning results and for consistency (if we update [add-to-cart] on PLP & HP, we should do it for PDP as well for UI consistency.
Test Results:
When testing [add-to-cart] on PLP/HP, Test004 revealed Green as the winning CTA color (outperforming both variants and the control).
Test Details:
Metrics (Primary, Secondary, & Tertiary):
↑ [Add-to-Cart] Clicks
↑ Conversions
↑ Conversion Funnel (cart + checkout visits)
For more details, visit this test’s wiki page.
[x] inconclusive / do not log / no action required
AB Test [22.003]: Checkout Guest CTA (Yankee) inconclusive
(Inconclusive test results—no action required for Odyssey)
Hypothesis: By changing the color of the primary Sign-In CTA for guests in the checkout flow, we will increase conversions via Guest checkout.
Recommendations / Next Steps / Test Results
RECs & Next Steps:
No ODY changes recommended, as this test was inconclusive.
Future ab testing steps to consider:
additional testing on Checkout to understand how Loyalty Messaging on Checkout can incentivize users to Sign-In to generate Rewards Points. (This test is listed in our experimentation IDEAS area and is under consideration for future testing).
Test Results:
Results: After 21 days of runtime, this test is inconclusive. Both Mobile & Desktop do not have stat sig difference in behavior for primary goal (Clicks to Checkout as a Guest CTA) or macro goal (Order Confirmation Page Views).
Test Details:
Metrics (Primary, Secondary, & Tertiary):
↑ [Cont-as-Guest] Clicks
↑ Conversions
For more details, visit this test’s wiki page.
[22.002] Global Bag to Cart (Yankee)
(Inconclusive test results—no action required for Odyssey)
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.
Results: After 14 days of runtime, the results are mixed. 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.
RECs: End the test and consider experimenting with mini-cart per the learnings of this test. CXperts’ revised hypothesis; mixed results of this test 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.
Metrics (Primary, Secondary, & Tertiary):
↑ Conversions
↑ Engagement
↑ Cart Clicks
...
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. | ↑ Conversions | Results: After 14 days of runtime, the results are mixed. 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. | (No immediate follow up—test results were mixed) Potential next steps: Consider prioritizing tests around Mini-Cart functionality to validate learnings of this test and revised hypothesis: … 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. | |||||||||
Learner Test Duration: | PDP Add-to-Bag CTA Color Swap (Yankee) Hypothesis: By changing the add-to-cart button color, we can increase the number of add-to-cart clicks and conversions. | ↑ [Add-to-Cart] Clicks | Results: Original CTA color outperformed both variants with 98% stat sig for [Add-to-Bag] CTA clicks. | (No immediate follow up.) CTA color updates from this test were merged into separate ticket. RECs & Next Steps: Merged related learning regarding ATC [Add-to-Cart] CTA Color with Winning test 004. Learnings merged into voc ticket:
|
...
In-Flight Tests & Upcoming Experiment Roadmap
Experiment | Experiment Name | Test Details | ||||||||
|---|---|---|---|---|---|---|---|---|---|---|
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:
| ||||||||
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:
| ||||||||
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:
| ||||||||
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:
| ||||||||
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:
| ||||||||
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:
| ||||||||
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!) | 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) |
...
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)
...
In Progress:
Graco (2022-October-1)
john.morrison (Unlicensed) & Doug working towards AB Tasty site configuration.
...
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)
...
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