Client insights to interpret A/B test results  

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The designteams of the Bijenkorf continuously run A/B test to improve the experience and performance of the site. A recent A/B test on search-bars resulted in an unexpectedly large increase of sales.

Data analysis

Together with the design team we started with data analysis. What does the A/B test show exactly? What are the hypothesis about the shopping experience?

This helped with targeted scenarios and questions for the 5hellos session.

5hellos session

Prior to the session, participants are asked to shop for winter clothing using prototypes of both design variations, and then answer 5 questions on the 5hellos platform. During the online conversation, the moderator dove deeper into the "why" of how shoppers behaved in the test. Respondents talk about their experiences and views on the design variations. To what extent are shoppers inspired? To what extent does the design meet their needs? Which flow is more appreciated? Why?"

The result

5hellos provided a report with key insights, quotes, action points, and recommendations for the UX.

Although the A/B test had a clear winner in terms of conversion, 5hellos provided deeper insights and showed that the new design still did not meet the inspirational needs of the shoppers. The design team can use these insights to adjust the homepage and will, of course, conduct further tests and research, including with 5hellos.

Do you want to have a conversation with 5 people in 30 minutes as well? Book a demo.