Winner ⭐️ Yankee Cart Page Minimized NAV Bar (ABT-106 cxp.006)

Owned by Alex Alesio (Deactivated)
Last updated: Dec 15, 2022
3 min read

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-22-006 Cart Page | Minimized NAV Bar (Yankee)

Experiment Design:

Hypothesis: Β 

  • 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: Β 

  • Yankee DTC website ( YankeeCandle.com )

  • All Users

  • All Cart & Checkout PagesΒ  Β  Β Β 

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: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.