Yankee Global Bag to Cart π Learner (ABT-102 cxp.002)
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:Β
new-22-002
Global | Bag to Cart
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Hypothesis: Β
By changing the bag icon and copy βBagβ to a cart icon and copy βCartβ within the global nav header, we can increase cart clicks, engagement, and conversion.
Goals:
β Conversions
β Engagement
β Cart clicks
Target: Β
Yankee DTC website ( YankeeCandle.com )
All Users / all pages Β Β Β Β
Results:
Results: test 22.002 ran for 14 days and the results are mixed (see below).
Engagement: we see v1-Cart driving a 100% stat sig increase in global cart icon clicks by about 3.2%, leading us to believe it may be more visible or interesting to users.
Conversions: although we saw an increase in clicks, we observed that v1-Cart drove a slight 1.3% decrease to order confirmation page views with 92% stat sig.
Recommendations & Next Steps:
End the test to avoid any potential harm to conversion.
CXperts' hypothesis for these mixed results may be a result of users intending to engage the mini-cart (available with add-to-cart clicks), thus the increase in clicks to the Cart icon, but were potentially frustrated in that lack of behavior.
Next Steps: Consider prioritizing tests around Mini-Cart functionality to validate this hypothesis.
By The Numbers: data from ABTasty
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1 ) Cart Clicks
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2 ) PLP Add to Cart Clicks
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3 ) Order Confirmation Page View
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4 ) Cart Page Visit
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AB Experiment Previews:
Screen Shots, Video Capture, & Preview links
Screenshot Preview:Β
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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:Β
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