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)
Experiment Design:
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:
Added 2022-Aug-04
Results:
Minimized Nav (v1) showed increased CTA Clicks [Continue to Checkout] and slightly reduced bounce rates.
[ 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.
Recommendations & Next Steps:
Updating navigation on Odyssey to leverage v1(Minimized Nav) is logged and under consideration for implementation.
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.
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