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-22-003 Checkout | Guest CTA (Yankee)
Test Results Update (Aug 11)
Subject: Re: Test Update: new.22.003 _ Checkout | Guest CTA | A/B Test
From: Steven Shyne <steven@cxperts.io>Sent: Thursday, August 11, 2022 19:59
Hi Alex,
When we looked at this test at 2 weeks, we were inconclusive but still had some volatility in the test data; usually we like to go one more week (21 days total) in that case.
I'm looking at this now (21 days of runtime) and I'm going to call this test Inconclusive.
This is after checking both Mobile and Desktop and there is no stat sig difference in behavior for primary goal (clicks to Checkout as a Guest CTA) or macro goal (Order Confirmation Page Views).
Interesting though that this Color CTA test won on Homepage / PLP but not PDP and Checkout. My 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. I'll turn the test off now and update our records accordingly. -Thanks, Steven
After 21 days of runtime, this test is Inconclusive. Both Mobile and 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).
Hypothesis:
By changing the color of the primary Sign-In CTA for guests in the checkout flow,
we 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:
↑ Continue as Guest CTA Clicks
↑ Conversions
Target:
Yankee DTC website ( YankeeCandle.com )
Checkout / All Users
Results:
( pending )
Recommendation (CXperts):
( pending )
By The Numbers: data from ABTasty
( pending )
AB Experiment Previews:
Screen Shots, Video Capture, & Preview links
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.
AB Tasty Preview Links:
v1 Green
/wiki/spaces/NS/pages/3320643632v2 Blue
https://protect-us.mimecast.com/s/3GEyCZ6grZhMzWWnMcKdFCu?domain=app.abtasty.com
Preview Instructions:
Close other tabs that are the main site domain
Click the link above, which will take you to the test preview landing page
(so not in private browser to allow cookies)Click the test preview link and verify you are getting the variation
Verify on desktop and mobile breakpoints (collapsed desktop browser is fine)
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