3. Optimize User Flow

Goal

Optimize user flow through A/B analysis

Business Question: Which of my email test variants resulted in a higher conversion rate to "Subscribe"?
KPI: Conversion rates across email test variants
Indicative Tool: Funnel
Bookmark: Behavioral Analytics 101: Optimizing User Flow

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  1. In the Funnel tool, drag in 3-6 steps that are part of the product flow you want to analyze. Let's take our steps from last time -- a paid subscriber conversion flow for an e-commerce business. Our events are: Email Clicked, Site Visit, Create Profile, and Subscribe.
  2. Layer on the event property AB Test by dragging it into the query builder. In the query builder, drop it over the By clause, or directly into the chart.

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Observation

You will see each funnel step broken down into all of the test variant groups. In this case, we have groups and Bwhere group A had a higher conversion rate. Click on each slice of the funnel steps to see what percentage of each variant converted, or view this in the table on the bottom of the screen.

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