In order to better interpret your statistics you must know what each column represents:
- This column shows you the Name of the Variation ( Control – Variation #1 etc ) on which you can click to see a preview of what will look like on your website
- The amount of traffic set for each Variation/Control – Traffic percentage that you can change by editing the experiment and going on the Traffic Allocation and Goals tab.
- The Id which is composed from the Experiment id ( the first number ) and the Variation/Control id ( which is unique )
- This column shows you the number of unique visitors who saw the experiment
- This column shows you the total amount of times the variation/control was seen by the users included in this experiment
- This column shows the statistic information of Goal, Conversion Rate, Conversions etc.
- Goals – shows the names of the goals that have been added to the experiment to be counted
- Conversion Rate – shows the percentage of users that converted, which in this case is the number of conversions divided by the number of users x 100
- Conversions – shows the number of visitors who reached that goal
- Revenue – shows the total amount of money received from the users that have been influenced/included into the experiment and reached the thank you page where the Sale goal was implemented
- Revenue / Visitors – shows the value of a user, which in this case is calculated by dividing the total amount by the number of users
- Average goal value – shows the average amount of money that the experiment brought
- Chance to win – or Statistical relevance shows how much, in percentage, of a chance to win has the variation over control
The meaning of your goals:
- Engagement -> is counted when a visitors stays more than 180 seconds on the website and has at least 3 page views in the current session.
- Bounce rate -> shows how many people left the page that is included in an experiment where the goal has been added, without interacting with it.
- Sale -> is a custom goal. Click here to see more information.
Mathematically, the conversion rate is represented by a binomial random variable, which is a fancy way of saying that it can have two possible values: conversion or non-conversion.
Let’s call this variable “p”.
Our job is to estimate the value of “p” and, for that, we do “n” trials (or observe a number of “n” visits to the website). After observing those “n” visits, we calculate how many visits resulted in a conversion. That percentage value is the conversion rate of your website.
Please, keep in mind that every Variation relates to Control.
Let’s take an example for a better understanding. Here is a print screen with some explanations: