Improving user experience and sales conversions in E-commerce using A/B testing : a case study of Lakwimana
Gunawardana, Don (2025)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121636837
https://urn.fi/URN:NBN:fi:amk-2025121636837
Tiivistelmä
This thesis explored how A/B testing can improve user experience and sales conversions in e-commerce. The research focused on Lakwimana.com as a case study. The work was motivated by the need for data-driven decision-making in Sri Lanka’s growing online retail sector.
A deductive, experimental approach was adopted using the open-source platform GrowthBook. The platform was integrated into the website through its JavaScript SDK, which enabled controlled experiments, automated randomisation, and real-time behavioural tracking. User behaviour data was collected and analysed through GrowthBook’s analytics features.
Two experiments were conducted to evaluate key user interface elements. The first experiment examined the effect of hiding the “You may also like” recommendation panel. The second examined how displaying prices in both Sri Lankan Rupees and the visitor’s local currency influenced user behaviour. The results showed that not all design changes lead to better user experience. The first experiment indicated that removing generic recommendations did not improve conversions and offered no added value. The second experiment showed that displaying prices in local currency had a positive impact on engagement, including add-to-cart actions, pages viewed, and user confidence. The findings suggest that A/B testing is an effective method for improving user experience and conversion performance in e-commerce. Transparent pricing and continuous testing play an important role in supporting customer satisfaction and overall business results.
A deductive, experimental approach was adopted using the open-source platform GrowthBook. The platform was integrated into the website through its JavaScript SDK, which enabled controlled experiments, automated randomisation, and real-time behavioural tracking. User behaviour data was collected and analysed through GrowthBook’s analytics features.
Two experiments were conducted to evaluate key user interface elements. The first experiment examined the effect of hiding the “You may also like” recommendation panel. The second examined how displaying prices in both Sri Lankan Rupees and the visitor’s local currency influenced user behaviour. The results showed that not all design changes lead to better user experience. The first experiment indicated that removing generic recommendations did not improve conversions and offered no added value. The second experiment showed that displaying prices in local currency had a positive impact on engagement, including add-to-cart actions, pages viewed, and user confidence. The findings suggest that A/B testing is an effective method for improving user experience and conversion performance in e-commerce. Transparent pricing and continuous testing play an important role in supporting customer satisfaction and overall business results.