Optimize User Flow with A/B Testing

Goal: Optimize user flow through A/B analysis.

Business Question: Which of my email test variants resulted in a higher conversion rate to “Subscribe”?

Analytics Tool: Funnel

Bookmark: Behavioral Analytics 101: Optimizing User Flow

1. In the Funnel tool, let’s add 3-6 steps that are part of the product flow you want to analyze by searching and selecting different events. Let’s take our series of steps from last time — a paid subscriber conversion flow for an e-commerce business. Our events are: Email Clicked, Site Visit, Create Profile, and Subscribe.

2. Layer on the event property A/B Test by selecting AB Test after clicking group by in the first row of the query builder, similar to the image above.

3. You will see each funnel step broken into all of the test variant groups. In this case, we have groups A and B, where group A had a higher conversion rate. Click on each slice of the funnel steps to see what percentage of each variant converted, or view this in the table on the bottom of the screen.