Using Snowplow for A/B testing and user journey analysis at CustomMade
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This document discusses user journeys, analyzing how users interact with a website over time to understand conversion rates. It describes building a unified data model to visualize customer journeys and see that most visitors to listing pages leave the site. The document also discusses how more page views are linked to more conversions and how A/B testing can be done using event tracking to test different page variants and their impact on user behavior and conversions.
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Using Snowplow for A/B testing and user journey analysis at CustomMade
- 1. User journeys and A/B testing April 5, 2016
- 2. Outline l CustomMade data pipeline l User journeys l A/B testing with Snowplow 2
- 3. Our data pipeline 3 Customer and Transactional data Traffic and event data Data sources Analytics Storage Production database
- 4. Unified analytical model 4 Transactional and customer data Visitor Sessions Events
- 5. Visualize user journeys 5 Customer journeys on CustomMade.com May 2014 – Dec 2014 ~80% of visitors to listings pages bounce
- 6. More pages = more conversions 6 Post rate by # of pages viewed Last 100 days Create new field
- 7. A/B test with Snowplow 7 Fire A/B test condition event on page view Compare the 2 groups on anything that you track Design your experiment Test: <span class="track_view" data-track-view="AB test page view*Browse overlay test 1*variant=/Ring overlay 1"></span> Control: <span class="track_view" data-track-view="AB test page view*Browse overlay test 1*variant=No overlay"></span> Can match any event to a session