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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-xxx
xxxxxxx test name xxxxxxx003 Checkout | Guest CTA (Yankee)

Experiment Design:  

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Image Added

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Hypothesis:  

  • By xxxxxxxxxxxxxxxxxxchanging the color of the primary Sign-In CTA for guests in the checkout flow,
    we can change yyyyyyyyyyyyyyyyyyyyy. will increase conversions via Guest checkout.

Finding:

  • There is significant evidence that having a primary blue/green as a CTA color will positively impact conversions

Goals:

  • ↑ Add to Cart Clicks 

  • ↑ Conversions

  • ↑ Conversion Funnel (Bag visits, checkout visits)

  • Continue as Guest CTA Clicks

  • ↑ Conversions

Target:  

  • Yankee DTC website ( YankeeCandle.com )

  • Checkout / All UsersAll xxxxx Pages      Users    

...

Results (added Aug 11):

  • Results: After 21 days of runtime, this test is inconclusive.

  • ( pending )

Recommendation (CXperts):

  • ( pending )

By The Numbers: data from ABTasty

  • ( pending )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).

Recommendation & 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)

  • Note: Interesting though that this Color CTA test won on Homepage / PLP (but not PDP and Checkout). CXPerts' hypothesis though isn't about location—it's more so that the other test had “ghost” buttons, making me believe we should avoid ghost buttons site wide.

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Video Capture Preview:

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AB Test 003 Preview Video ( 2022-08-11 RecordIt ywDtAtnhjB ).mp4

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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Screenshot Preview: 

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AB Tasty Preview Links: 

  • v1 link xxxxx

  • v2 link xxxxx

  •  merge into above 003

003 xxxxxx

From: Rohan Prabhu <rohan.prabhu@cxperts.io>

Sent: Friday, July 22, 2022 14:37
To: Khan, Imran <Imran.Khan@newellco.com>; Molamusa, Natasha <Natasha.Molamusa@newellco.com>; Good, Benjamin <Benjamin.Good@newellco.com>; Alesio, Alexander <Alexander.Alesio@Newellco.com>
Cc: Ken Lilly <ken.lilly@cxperts.io>; Steven Shyne <steven@cxperts.io>
Subject: Final Test Update: new.22.003 _ Checkout | Guest CTA | A/B Test 

This Message originated outside of the Newell Brands organization. Please exercise caution when opening attachments or clicking on links.

Hey Natasha and Imran,

We have an update with this test, reminder that this test replaced the PayPal test:

Test Code: new.22.003

Test Name: Checkout | Guest CTA | A/B Test

Hypothesis: By changing the color of the primary sign-in CTA for guests in the Checkout, we will increase conversions via guest checkout.

Goals:

  1. ↑ Continue as Guest CTA Clicks

  2. ↑ Conversions

Targeting: Checkout, all users

Quick Test Preview: Screen capture video: https://recordit.co/ywDtAtnhjB

Test Variation(s):

  1. V1 - Green - PREVIEW LINK

  2. V2 - Blue - PREVIEW LINK

Preview Instructions:

  1. Close other tabs that are the main site domain

  2. Click the link above, which will take you to the test preview landing page
    (so not in private browser to allow cookies)

  3. Click the test preview link and verify you are getting the variation

  4. Verify on desktop and mobile breakpoints (collapsed desktop browser is fine)