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E-commerce post-test analysis in GA

Jacob 12-11-14

E-commerce post-test analysis in GA

It would be interesting to hear how you guys do your post-test analysis in GA, especially when your variation perform worse than the original Smiley Happy


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td_evans 12-11-14
 

Re: E-commerce post-test analysis in GA

We use Custom Variables into GA, then do funnel and event analysis to determine whether there was a certain point at which the user was lost or where the behaviour differed. For example, if we made a change to a sale page - we would compare events which occurred - which variation had less interactions with the calendar on our page? Or how many users interacted with the slideshow? Obviously that analysis depends on what we're testing, but we'll always try to drive future hypotheses for future tests.

AB testing is great for telling us what users did, but not why they did it. So we'll analyse the actions they took, hypothesize as to why their behaviour may have changed - then re-test with tweaks.
Thomas Evans
Technical Product Manager - Conversion @ Secret Escapes

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