By Paul Terry
December 4, 2019
You don’t need reminding that Black Friday through Cyber Monday is a very big deal for ecommerce. But, when it comes to analyzing that massive influx of data you’re about to wade through, I have a few tips to keep in mind to make the impact carry into your business all year.
1. If you’re A/B testing something over the weekend, you may not reach stabilization in the results because it’s such a short period.
That’s okay, but you should know that going in. Your results from this weekend are important and informative for next year, but won’t necessarily give you the definitive answers you want.
It probably goes without saying, but keep a close eye on your A/B tests during this period. It may not be worth the data to keep a losing A/B test going.
2. A/B Test again outside of holiday season.
It’s important to A/B test and gather data from this big shopping weekend, and it gives you
great information about how your customers behave during the holidays. But, if you plan to roll out new features after the holidays, make sure you continue to A/B test during January and February.
3. Compare your data from the holidays to data from the rest of the year.
By comparing the same metrics, such as add to carts, purchases, or product detail pages, you can really understand the demand lift during the holidays.
4. Gather very detailed metrics.
Gathering detailed metrics, including important timing metrics during the holiday period, even without A/B testing, can provide deep insights into your customer’s holiday shopping behaviors.
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