A/B Test Report

A/B Test Report

There’s no doubt that A/B tests help us validate our choices for design, messaging, and information flow. But what are the implications beyond that first page? Are you making the right impression on the right people? Too often, A/B tests only test for the next step in a funnel. With standard A/B testing tools you only know if the test led the majority to the next step. Only through the Kissmetrics A/B Test Report can you know if the change truly improved the bottom line: revenue.

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Check a Test’s Holistic Impact

With A/B Test Report, you can test for any outcome, no matter how far downstream. You aren’t limited to which test converts more clicks. Want to know if a homepage headline test impacted signup rates? Customer retention? Just set it as your conversion action or event, and get your answer. Here’s an example of a test to a homepage headline:

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The new version looks impressive on the surface: 45% improvement compared with the original. But that’s only measured by signups. Did they pay? In this example, if you look further down the funnel and select “Billed” as the conversion event, you’ll find the answer.

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This view gives a much different picture. The test “winner” might have performed well for signups, but it actually lost to the control on purchases. Would you want to look at the wrong facts and end up with fewer paying customers? Then it’s time for more thorough A/B tests with Kissmetrics. With our more advanced reporting, you can also find out if a test led to better customer retention.

Integrates with Your Favorite Tools

You don’t have to switch tools or disrupt current tests to use A/B Test Report. If you use Optimizely, VWO, Unbounce, Convert, or AB Tasty, you can integrate the two platforms. Just connect the accounts and track the 360-degree view results in A/B Test Report.

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