Apr 06, 2022
In Teaching Teens
The table is sorted by page type because not every page is equal. The homepage, for example, receives significant but unqualified traffic: it’s not yet clear what the user wants to accomplish. Did she come to the homepage because she heard about the store in an ad, or because she wants to search for a product in your shop? The deeper we move into the site hierarchy (homepage at the top, product pages at the bottom), the more refined our understanding of the user's intent becomes. On the homepage, it’s very fuzzy, but on a product page, we know the user is considering buying the product. Once she visits there, our questions are “does she understand the value?” and “is this the right product Telemarketing list for her?”. We need to look at different success metrics and segments when testing. The success metrics are simply the numbers you look at to understand whether the control or variation of your experiment performed better. The segments are specific attributes within that experiment that can give you deeper insights about your A/B test. When you perform A/B tests for specific segments, you're much more likely to find a winner because you have less noise in your target audience. Metric Segments Homepage Clicks (CTA) Bounce rate Dwell time Email signups New vs. returning customer Mobile vs. desktop Referral source Social shares/likes Category page Clicks (CTA) Bounce rate Dwell time Mobile vs.