What each exposed visitor leaves once product costs, discounts, and shipping are subtracted. A variant can raise revenue and cut into margin, for example by paying for more free deliveries.
La marge par visiteur passe de €10.03 à €10.33, soit +3.0%, alors que le chiffre d’affaires par visiteur progresse de +6.0%.
La fourchette de la marge va from -0.7% to +6.7%: la fourchette contient zéro.
Chiffres calculés par le moteur de Probant sur la boutique de démonstration, Maison Lune, fictive : ouvrir la démo.
Revenue divided by the number of visitors exposed to the test, whether they buy or not: a visitor with no order counts as €0. It combines conversion rate and average order value, and tells you what a change brings in.
A metric that must not get worse (return rate, page speed, errors), with a limit set in the test plan. A guardrail stops the test only if its whole range exceeds the limit; a range that straddles the limit doesn’t prove harm.
The difference between the variant and the original, relative to the original: B / A − 1. A positive effect means the variant does better, in proportion to the starting value.
Create your workspace, or explore the demo first with data from a fictional store.