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AB Test (22-006) Cart Page | Minimized NAV Bar (Yankee)

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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-22-006
Cart Page | Minimized NAV Bar (Yankee)

Pending / Next Steps for test 006

  • Logan to look in FullStory at frequency of users navigating away from cart on mobile to support a mobile-specific iteration on new.22.006 _ Cart Page | Minimized Nav Bar (per Aug4 cxp mail)
  • Newell Brands to consider implementing v1-Minimized-Nav (per Aug4 cxp email)
  • Question from Steven:
    Alex Alesio (Deactivated) Would you like CXperts to launch a personalization while waiting for implementation to be made? (per Aug4 cxp email)

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.

Goals:

  • ↑ Continue to Checkout CTA

  • ↑ Transaction

Target:  

  • Yankee DTC website ( YankeeCandle.com )

  • All Users

  • All Cart & Checkout Pages      

Results:

  • Test 006 results below shared by CXperts (2022-08-04)

Verdict: Win / Inconclusive

Results Details:

  • Test 006 ran for 14 days. Results are currently inconclusive. Note: test was Desktop only.

  • [ Continue to Checkout ] CTA-Clicks:
    for v1 (Minimized NAV variant) show positive lift in CTA-Clicks but has not hit stat sig.

  • Transactions:
    for v1 is mostly at parity with Control showing just a slight decrease.

  • Bounce:
    v1 (minimized nav) decreased the bounce rate by ~4% with 96% stat sig,
    indicating that less users were navigating away from the checkout process for variant v1.

Recommendation:

  • End the test.

  • Consider implementing v1(Minimized Nav) for slight improvement to bounce rates.

Results, by The Numbers (data from ABTasty):

Screenshot Preview: 

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.

  • Link: xxxxx

AB Tasty Preview Links: 

  • v1 link xxxxx

  • v2 link xxxxx

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