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Yankee NAV Bag Icon functionality (ABT-113) Learner

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This wiki page captures our AB experiment’s hypothesis, goals, supporting data/findings, test screenshot previews, and results once available.

Experiment Name: 
New.22.013 Global NAV | Bag Icon functionality update (expand Mini-Cart instead of current switching pages to full cart)

Hypothesis:  

  • Making the bag icon open a mini cart will allow users to view their cart without leaving product pages which will increase the average number of items users add to their cart before checkout.

Findings:

  • Once a user adds a product to bag they are presented with a mini cart; but there is no other way to produce said mini cart later.

Goals:

  • ↑ Average Order Revenue

  • ↑ Conversions

  • Test Clicks to the Bag icon opening up Mini Cart
    vs. sending users to Cart Page to see if that positively impacts experience and conversions.

Target:  

Results & Recs:

Results:

  • The Control outperformed variant V1 where we experimented with the Mini-Cart expanding on Cart-Icon click -vs- our current state of taking users to the full-cart-page. Not a winning hypothesis for  this test, but we have many more Mini-Cart iterations in store for next year’s set of experiments. 

  • Engagement: V1 users clicked on the [View Bag & Checkout] CTA 51% more with a 100% stat sig which was expected since they had access to the mini-cart at any time. However, page views for Login page, Shipping page, and Checkout page all declined with stat sig. 

  • Conversions: Transactions saw a decrease for V1 without stat sig but AOV increased (also without stat sig). CXPerts suggests this change may be related to deals being more clear/explicit on the Full Cart page.

Recommendation:

  • Consider future iterations to to update deals and incentives to mini-cart. 

By The Numbers: ABTasty Data & Insights

Screenshot Preview: 

Video Capture Preview:

Desktop:

013 Yankee NAV Bag Icon Functionality DESKTOP ( RecordIt Video Preview syXPSAkFTG ).mp4

Mobile:

013 Yankee NAV Bag Icon Functionality DESKTOP ( Video Preview ).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.

Notes:

  • ABT Jira ticket: abt_113
    ABT-113 - Getting issue details... STATUS

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