Cart Abandonment Optimization Through A/B Testing
Jovanovic, Danijel (2019)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019061817180
https://urn.fi/URN:NBN:fi:amk-2019061817180
Tiivistelmä
The main objective of this thesis project was to improve the cart abandonment rate on a website by testing different solutions and monitoring the results. The knowledge base comes from performing the A/B tests using the A/B testing methodology alongside with hypothesis building processes. The beneficiary of the project is Company X where the project was conducted.
Methods used are raw data gathering through analytics tools and performance monitoring to get the current state overview, and forming a hypothesis using market knowledge and practical knowledge to implement the tests.
The desired result is to lower the cart abandonment rate and use the data from the tests to make recommendations on implementing the tested solutions for Company X to implement in the future, as well as main learnings from the undertaking which were that using the A/B testing method to work with primary data and make the website/solution relevant to the customer base.
Methods used are raw data gathering through analytics tools and performance monitoring to get the current state overview, and forming a hypothesis using market knowledge and practical knowledge to implement the tests.
The desired result is to lower the cart abandonment rate and use the data from the tests to make recommendations on implementing the tested solutions for Company X to implement in the future, as well as main learnings from the undertaking which were that using the A/B testing method to work with primary data and make the website/solution relevant to the customer base.