using snowplow for a/b testing and user journey analysis at custommade
TRANSCRIPT
User journeys and A/B testing April 5, 2016
Outline
l CustomMade data pipeline
l User journeys
l A/B testing with Snowplow
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Our data pipeline
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Customer and Transactional data Traffic and event data
Data sources
Analytics
Storage
Production database
Unified analytical model
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Transactional and customer
data
Visitor Sessions Events
Visualize user journeys
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Customer journeys on CustomMade.com May 2014 – Dec 2014
~80% of visitors to listings pages
bounce
More pages = more conversions
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Post rate by # of pages viewed Last 100 days
Create new field
A/B test with Snowplow
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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