Yankee Global Bag to Cart πŸ“ 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 β€œBag” to a cart icon and copy β€œCart” within the global nav header, we can increase cart clicks, engagement, and conversion.

Goals:

  • ↑ Conversions

  • ↑ Engagement

  • ↑ Cart clicks

Target: 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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