Yankee NAV Bag Icon functionality πŸ“ Learner (ABT-113 cxp.013)

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

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

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

Hypothesis: Β 

  • 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.

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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: Β 

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 forΒ  this test, but we have many more Mini-Cart iterations in store for next year’s set of experiments.Β 

  • Engagement:Β 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.Β 

  • Conversions:Β 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.Β 

By The Numbers: ABTasty Data & Insights

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AB Experiment Previews:
Screen Shots, Video Capture, & Preview links

Screenshot Preview:Β 

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Video Capture Preview:

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Desktop:

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Mobile:

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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:

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