ABConvert Analytics Definition

This guide contains a list of all the available metrics in the ABConvert analytics dashboard.

Understanding the analytics provided by ABConvert is crucial for making informed decisions based on your A/B testing results. This guide contains a list of all the available metrics in the ABConvert analytics dashboard.

General Metric Definitions

Total Visitors (URL Redirect, Template, Theme Tests)

• Original / Variant (#)

  • Total visitors is the number of visitors in the original or variant group. Each visitor is counted once for a purchasing journey. Each event will only be recorded once for a visitor.

  • The visitor definition for URL redirect, template, and theme tests is different from Shopify. ABConvert’s visitor is recorded once per purchasing journey, so this metric might be smaller than the unique visitor in Shopify.

Total Visitors (Price, Shipping, Checkout Tests)

• Original / Variant (#)

  • Total visitors is the number of sessions in the original or variant group. Each session is counted once per visitor. A session starts when a visitor arrives on your site and ends after 30 minutes or when the browser is closed. The session is set in browser cookies.

  • The visitors definition for price, shipping, and checkout tests is different from Shopify. ABConvert’s visitor is recorded every 30 minutes (with or without activity), so this metric might be larger than the unique visitor in Shopify.

Conversion Rates

Metric	Description	Formula
Add to Cart Rate (%)	Percentage of sessions where a product was added to the cart.	Number of add-to-cart events / Total number of visitors
Checkout Rate (%)	Percentage of sessions where the checkout process was initiated.	Number of checkout events / Total number of visitors
Order Rate (%)	Percentage of sessions resulting in an order.	Number of orders / Total number of visitors

Revenue Metrics

Metric	Description	Formula
Revenue ($)	Price Test: Total revenue of all products in the test. Shipping Test: Total subtotal revenue. The subtotal price is the list price after discounts without shipping and taxes, and the total price includes shipping and taxes.	N/A
Shipping Revenue ($)	Total revenue generated from shipping fees using the ABConvert shipping rate.	N/A
Profit ($)	Revenue minus the cost of goods sold (COGS) times the number of units sold.	Revenue - (COGS * Units Sold)
Average Order Value ($)	The average amount spent per order.	Revenue / Number of orders
Revenue per Visitor ($)	Average revenue of each visitor.	Revenue / Number of visitors
Profit per Visitor ($)	Average profit of each visitor.	Profit / Number of visitors

Test-Specific Metric Definitions

Shipping Test Specific Metrics

Metric	Description	Formula
Rate Seen (%)	Percentage of sessions where the shipping rate is displayed to customers.	Number of visitors seeing shipping rate / Total visitors
Dropoff Rate (%)	Percentage of users who see the shipping rate but do not complete an order.	1 - (Number of orders / Number of visitors seeing shipping rate)
Shipping Revenue ($)	Total revenue generated from shipping fees using the ABConvert shipping rate.	N/A
Average Order Shipping ($)	Average value of orders placed with the ABConvert shipping rate.	Shipping revenue / Number of orders
Revenue per View ($)	Average total revenue of each visitor.	Total revenue / Number of visitors
Revenue per Checkout ($)	Average total revenue of each checkout.	Total revenue / Number of checkouts

Checkout Test Specific Metrics

Metric	Description	Formula
Contact Info Submitted (%)	Percentage of sessions where contact information is submitted during checkout.	Number of visitors that submitted contact info / Total visitors
Payment Info Submitted (%)	Percentage of sessions where payment information is submitted during checkout.	Number of visitors that submitted payment info / Total visitors
Checkout Completed (%)	Percentage of sessions that result in a completed order.	Number of visitors that completed checkout / Total visitors
Address Submitted (#)	Number of visitors that submitted their address during checkout.	N/A
Shipping Info Submitted (#)	Number of visitors that submitted their shipping information during checkout.	N/A

Other Breakdown Table Metrics

Metric	Description	Formula
Click through rate (%)	The percentage of sessions (not visitors) that has clicked a link in the redirect destination page (only in that page). A session lasts 30 minutes. The session is set in a browser cookie. There will only be at most one click event in a session.	Number of click events / Number of sessions
Leave without action rate (%)	The percentage of sessions that has left the redirect destination page without doing any actions. An action is either a click or scroll. A session lasts 30 minutes. The session is set in a browser cookie. There will only be at most one leave without action (bounce) event in a session.	Number of click events / Number of sessions

Price Test Specific Filters: Viewing Analytics by Product vs. Storewide

By Product Data

• Focuses on metrics specific to each product, such as product views and actions taken on individual products. This view helps analyze performance at a granular level, useful for understanding how specific products are performing under different test conditions.

By Storewide Data

• Aggregates storewide data during the test period. Add-to-carts, checkouts, and orders in the entire store will be recorded. This view can provide insights into overall user behavior across all products. This view is beneficial for understanding broader trends and user interactions with your store as a whole.

Conclusion

By focusing on key performance indicators like conversion rate and average order value across different test types, you can make data-driven decisions to optimize your store's performance. Always consider statistical significance when analyzing results to ensure that observed differences are meaningful and not due to random chance. We recommend accumulating at least 10,000 visitors or 200 orders for the sample size.