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.
next steps:
- Decide if CXperts should keep winning v1 in place via personalization
Comment from CXp Steven:
Q: [ ] Newell Brands to implement Cart Page Minimized Nav Bar
Q: Alex Alesio (Deactivated)would you like us to launch a personalization while waiting for implementation to be made?
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 (as of Aug4).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):
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.
Link: xxxxx
AB Tasty Preview Links:
v1 link xxxxx
v2 link xxxxx
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