View A/B test results
A/B testing results
A/B test results
Live A/B test results are displayed while the test is running, on the Results panel.
The report can be accessed from the A/B testing management screen.
The page also displays the settings that were used to run the test.
Further information is presented when a pointer hovers either of the results bars.
For example, a running A/B test presenting results from four views:
Hover the pointer over the Variant A results bar, and a pop-up presents:
Hover the pointer over the Variant B results bar, and a pop-up presents:
In both pop-ups,
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the Total visitors amount is the number of times the variant page was viewed; and
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the Page views is the number of times the success metric was achieved.
So, from the above pop-ups, at this stage of the test
| Variant | Views | Successes | Success % |
|---|---|---|---|
A |
1 |
0 |
0% |
B |
3 |
3 |
100% |
There has been one visitor to Variant A and they did not achieve the success metric.
And there have been three visitors to Variant B, and all three achieved the success metric.
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A/B test results are based on unique sessions. As well, A/B test results presented in the DXP Console are updated approximately every 8 hours. |
If an A/B test is connected to multiple content blocks, the test results represent the success of a variant set in driving the stated success metric.
They indicate whether variant A set or variant B set is more successful.
You cannot measure how one of the content blocks performs against another. To test this sort of thing, run an A/B test that only changes the content block you are interested in.
Export a PDF report
Once your A/B test is finished you can choose to save your test results.
Click the download report button to download the A/B test results as a PDF.
The report includes a summary, basic details on the test and the success metric.
The report presents a comparison of the conversion rates for the two variants that were tested.
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The download report button presents immediately an A/B test is finished. When an A/B test is finished, all the data generated by the test has been processed by the test. However, in some cases, the metric service is still processing some metrics even though the A/B test itself is done. In such a case, A PDF generated before the metric service is done processing will present different information than a PDF generated after the metric service is done. |
Implementing the findings
The results of the A/B test will provide you with information that can be used to decide if you wish to implement either of the variants, or to perform a new test.
The example above shows that variant A (sign up) was significantly more successful than variant B (join now) in achieving a conversion.
At this point you could choose to implement variant A on your site, or you could run a new A/B test comparing variant A to a further variant to further optimize the experience.
The basic steps to implement the successful variant on your site are summarized as follows:
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Open the content page asset that contains the A/B test.
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Add a component to the content page that matches the A/B test component.
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Copy over the content from the test variant that yielded the desired result.
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Delete the old content component that contained the A/B test.