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 Design:

v0 Control (current experience)	v1 variant (relocate toggle to top)

v0 Control (current experience)	v1 variant (relocate toggle to top)
Open	Open
	v1 Notes Repositioned Auto-Ship toggle to top of PLP page for increased visibility.

Hypothesis:  

• By moving the Auto-Ship toggle next to the sort drop down, we will increase toggle interaction and increase purchases with subscriptions.

Goals:

• ↑ Toggle Interaction

• ↑ Purchases

• ↑ Add to Cart Clicks

Target:  

• Yankee DTC website ( YankeeCandle.com )

• PLP Flow

• All Users

Notes:

• Findings & Supporting Data: FullStory data identified to support hypothesis.

Results, RECs, & Next Steps:

Results:

• Test Verdict: after 13 days runtime, the test proved inconclusive.

  • Engagement: Auto-ship toggle clicks in V1 - Toggle Top were down 21% with stat sig. However, interestingly auto-ship radio clicks on PDP were up 15% with 91% stat sig. Potential explanation for this is that since the toggle is not in the sidebar filter, users who sought auto-ship and clicked the toggle had a higher intent to transact with auto-ship whereas users may hit the toggle in the sidebar filter regardless of intent.
    
    

  • Conversions: Transaction rate is down for V1 with control winning nearly at stat sig, but there is indication that AOV could increase under V1 with a 0.1 increase in average quantity (however, not at stat sig).

Recommendation:

• End test and move on to more fruitful experimentation opportunities.

Results: By The Numbers: data from ABTasty

Appendix / Notes

• ABT Jira ticket: ABT-115
  https://newellbrands.atlassian.net/browse/ABT-115
  

CXPerts slides