Overview

The Overview tab is where you will land by default when you click into Analytics, and is a great place to start when analyzing the results of a test - it will give you a high-level view of some of the most important data to consider. This page includes bar charts for the following metrics, where you will see a bar for each test group. Lets get started!

Conversion Rate: Percent of unique site visitors that placed an order through the online store. In addition to the bar graph, this metric includes the positive or negative impact that the winning or losing test group could have, and an estimate of the monthly impact. The estimate here is calculated by (change in conversion rate) x (total number of visitors in the test) x (30 / days the test has run). For example, in the image on the right, the '10% Lower' group results in a 55.3% lift in conversion rate when compared to the 'Control' group and an estimated additional 2 orders monthly. Keep in mind these results are from our dev store!

Revenue per Site Visitor: Total revenue divided by number of unique site visitors. Revenue includes product and shipping revenue, net of discounts. In addition to the bar graph, this metric includes the positive or negative impact that the winning or losing test group could have, and an estimate of the monthly impact. The estimate here is calculated by (change in revenue per site visitor) x (total number of visitors in the test) x (30 / days the test has run). For example, in the image on the left, the '10% Lower' group results in a 1.35% lift in revenue per site visitor when compared to the 'Control' group and an estimated additional $18 in revenue monthly. Keep in mind these results are from our dev store!

Profit per Site Visitor: Total profit divided by number of unique site visitors. Profit includes product and shipping revenue, net of discounts, COGS and cost of shipping. In addition to the bar graph, this metric includes the positive or negative impact that the winning or losing test group could have, and an estimate of the monthly impact. The estimate here is calculated by (change in profit per site visitor) x (total number of visitors in the test) x (30 / days the test has run). For example, in the image on the left, the '$50 Thresh' group results in a 57.01% lift in profit per site visitor when compared to the '$25' group and an estimated additional $1,667 in profit monthly. Keep in mind these results are from our dev store!

We will need a complete list of your store's Cost of Goods Sold to provide Profit per Site Visitor and other Profit analytics. Please see more on how to enable this here!

AOV Breakdown: Average order value, split by revenue generated from product sales (Product Revenue per Order) and shipping charges (Shipping Revenue per Order). Note this does not include tax or tip where applicable.

Visitors: Number of unique site visitors included in the test in each test group. Note this is visitors to the site as a whole, not visitors to test-specific PDPs. Reminder: Visitors are randomly assigned based on the percentages you set while setting up your test. So, if you set your two groups to 50% and 50%, we would expect to see a relatively even number of visitors in each group.

Orders: Number of orders placed on the site from visitors in each test group.

Finally, this page includes a table breaking down the visitors, orders, CVR (conversion rate), total revenue, and revenue per visitor for each test group.