After you set up your A/B test in Sitefinity CMS, you track and measure the results in the automatically generated reports in Sitefinity Insight. After you start the A/B test and once any of the page variations or the original page is visited, Insight collects the data and displays detailed reports about the current state of test results:
For details about A/B tests and how to manage them in Sitefinity CMS, see Work with A/B tests.
IMPORTANT Your connection to Sitefinity CMS must be properly configured, so that Sitefinity Insight collects data. If connection is lost, the A/B test may still be going on, but Sitefinity Insight does not track and accumulate data. In this case, you are also not able to manage the A/B test. For more information, see Troubleshoot connection issues.
To see a list of all A/B tests reports, open the A/B tests page.
Tests are ordered by the date when the reports for the respective test were first generated. That is, when any of the page variations for a specific test was visited and data accumulated.
You can choose whether to see all tests or test with one of the following statuses:
NOTE: You can also access an A/B test for a specific page from Sitefinity CMS.
Next to each page, which you have set up an A/B test for, click the Results link to go directly to the respective A/B report.
For each A/B test, you see the following summary:
NOTE: In case you stopped the test for some time, this metric displays the sum of all days during which the test was active – before you stopped the test and after you resumed it.
The Goal completion rate graph visualizes how goal completion rate changes over time for each page variation. Hovering over each point on the graph drills into the details of the rate for a specific date. In addition, if you added more than one goal, you can select the goal whose completion rates you want to analyze.
A/B test results give you the key metrics you need to decide which page variation to use as default. You may use the Winner variation, if there is a winner, or any other variation, based on what you aim at with your scenario.
Following is a list with all metrics for each variation and detailed description.
Improvement percentage is calculated based on the Baseline, that is, the goal completion rate of the original page.
NOTE: The Improvement percentage can be negative in case the page variation is performing worse than the original.
In some cases, this metric may show:
Statistical significance of the results is based both on number of visitors and conversion rate, thus making it an appropriate measure for significance of test results. It is calculated by using the p-value, a number between 0 and 1. The confidence level aimed at is at least 95%, that is 0.05 p-value is the benchmark for significance of test results. Therefore:
Based on industry-standard best practices, you can take test results as credible for making your decision.
The winner of the A/B test is determined no earlier than two weeks after test start, so that enough data is accumulated. If your test lasts less than two weeks, you decide on a winner, based on the results thus far.
NOTE: Winner variation is identified only for primary goals.
Winner is identified only when there are results with High statistical significance:
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