>> Variant B improved conversion rate (CVR) or Add-to-Cart (ATC) rate? Roll it out.
Basing rollouts on add-to-cart rate is generally not a great idea, particularly for experiments on product pages. There are a variety of reasons why shoppers add products to carts that may only be loosely based on intent to purchase. In my years of ecommerce A/B testing, I've seen plenty of tests that improve conversion rate and/or revenue per visitor but negatively impact add-to-cart rates.
For doubling success I suggest ruining the product slowly and testing how crappy the product can still be while the customer is still paying for the brand (as he's expecting some improvement for the higher price), and voila, we've got enshittification.
>> Variant B improved conversion rate (CVR) or Add-to-Cart (ATC) rate? Roll it out.
Basing rollouts on add-to-cart rate is generally not a great idea, particularly for experiments on product pages. There are a variety of reasons why shoppers add products to carts that may only be loosely based on intent to purchase. In my years of ecommerce A/B testing, I've seen plenty of tests that improve conversion rate and/or revenue per visitor but negatively impact add-to-cart rates.
> that hit me like a ton of bricks
> _mechanics_—how to change a digit on a screen—while
> isn't just a failed test; it’s a solvency risk.
if I wanted to ask ChatGPT how to do something, I would
"Local area person discovers economics.Confidently Explains Everyone's Problems Now Solved"
What would you prefer to see on this topic?
I thought it was an excellent article myself. Very thorough.
Thanks! It's hard writing into void any feedback is highly appreciated ;)
Sorry, Wojciech. My thoughtless internet mind took over.
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For doubling success I suggest ruining the product slowly and testing how crappy the product can still be while the customer is still paying for the brand (as he's expecting some improvement for the higher price), and voila, we've got enshittification.