Control your environment without installing any third-party code.As an add-on package, SiteSpect Enhanced Analytics combines two powerful tools to fortify and finely tune campaign data:
  1. Outlier Data: To identify and mitigate anomalous data that can skew data-driven decision making.
  2. Real User Monitoring (RUM): Capture & analyze actual user interactions and layer performance metrics into any campaign report.
For more information visit sitespect.com/analytics.
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More information about SiteSpect’s CCPA support is located on our Customer Notice On EU GDPR and CCPA Support page.SiteSpect will dedicate resources to the equivalent of a full-time employee to work with your team at your offices.SiteSpect will dedicate resources to the equivalent of a half-time employee to work exclusively with your team across any of the professional services.SiteSpect will dedicate resources to the equivalent of a full-time employee to work exclusively with your team across any of the professional services.SiteSpect provides on-site training sessions custom designed especially for your business and IT teams to help you achieve your business goals.SiteSpect has a curriculum of training modules and best practices that you can take advantage of to increase your team's adoption and mastery of the user interface.We offer training to get you up and running quickly, including test building courses & analytics interpretation.Take advantage of SiteSpect's premium help and knowledge portal where you will find FAQs, how-tos, and detailed step-by-step instructions for successful use of the SiteSpect platform.We offer monthly webinars on SiteSpect featured functionalities and best practices for increased value and success.Identify additional testing and personalization opportunities from the results of past campaigns.Our professional services team will work with you to create visualizations to demonstrate how SiteSpect affects your revenue.Optimization Consultants will provide full analytical reports on campaign performance, highlighting KPI impact, segment analysis, and key insights.Optimization Consultants will show you the best way to get the most out of your traffic across a large number of tests and personalization campaigns.Learn how to track and monitor running tests and personalization campaigns.Learn best practices for efficiently creating and executing tests and personalization campaigns.Design, develop, and optimize all of the components for your program.Learn how to structure experiments to maximize learning and efficiency. 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Replace, remove, add in new functionality before pages are rendered in the browser.SiteSpect offers a number of capabilities for effective front-end testing. Use Visual Editor or Regular Expressions to modify source code, support SPA frameworks, define pages for reusability in tests, and minimize performance hits for users and servers.Use point-and-click actions to modify text, images, buttons, promotional banners, and styling. Create, move, rearrange, hide, and track behaviors across channels. Works with SPAs out of the box, such as React and Angular.Push winning Variations to all traffic to benefit early from wins. Push hot fixes your website to quickly resolve issues, to all traffic or segments of users.Respond to real-time alerts and in-product messages to proactively manage your campaigns. Known when a campaign has a winning variation, is hurting conversion, does not have any recent visits, or is disabled.Quickly analyze and understand relevant campaigns and outcomes. Measure conversion, KPIs, user actions, events, conversion funnels, and other key user interactions in our comprehensive dashboard.Personalize the experience for mobile devices, geo location, user types, and user behaviors. Build your own Audiences to align with your key segments of users and leverage your Data Layer.Experience our proxy architecture built from the ground up to avoid flicker and ensure fast experience delivery across desktop, tablet, and mobile devices.Training to get you up and running quickly, includes test building courses & analytics interpretation.Dedicated optimization consultant for strategic and tactical guidance. Your GoLive Report is a success plan to get your team up and running, including website audit, test ideas and optimization roadmap. You will also get ROI (return on investment) modeling backed by Forrester.Depending on which package there are countless tests, segmentations and optimizations within your control across almost any digital touchpoint.Run as many Campaigns as you want.Our optimization experts work with you to recommend 10 impactful test ideas to improve customer experience and impact your bottom line, and build 10 Campaigns so you can quickly benefit from our platform.Directly ingest SiteSpect traffic logs into your monitoring infrastructure to diagnose underperforming applications/servers and identify site errors in near real time.SiteSpect sends a sample of log data to Logz.io, a log visualization service. This service offers full flexibility to view and analyze logs relating to traffic health and routing. Your network operations center can also use this service to build your own visualization and dashboards or integrate into existing systems.SiteSpect is GDPR Compliant. The General Data Protection Regulation (GDPR) is a legal framework that sets guidelines for the collecting and processing personal information of individuals within or who are citizens of the European Union. More information about SiteSpect’s GDPR support is located on our Customer Notice On EU GDPR Support page.SiteSpect is HIPAA ready, which saves you time when you use SiteSpect in your HIPAA-compliant environment. SiteSpect obfuscates and encrypts visitor behavior and does not store any personal data. SiteSpect also offers on-premise and other deployment models to guarantee personal data never leaves your datacenter.SiteSpect supports Single Sign-On (SSO) authentication through Active Directory and SAML. SSO allows you to centrally manage SiteSpect permissions and login credentials. 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A Guide to A/B Testing With Low Traffic

September 23, 2020

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It goes more or less without saying that when it comes to A/B testing, the more traffic the better. More traffic means it’s faster and easier to reach statistical significance, get results, and make decisions. But not all businesses thrive on immense traffic numbers, and even brands who do may find circumstances where certain experiments just don’t get as much traffic volume. For example, sites selling high-priced or high-end products typically see a lower volume of purchases compared to stores selling low-priced essentials. Or, A/B tests or code releases that are necessary changes but meant to check functionality may roll out to fewer visitors than a typical, conversion-focused experiment.

Does that mean that A/B testing and optimization isn’t for them? The answer is a resounding no. Almost any site can benefit from A/B testing and personalization, but there are a few specific approaches you’ll want to keep in mind if you find you have lower traffic volume.

The Challenge with Reaching Statistical Significance

The greatest challenge of A/B testing with low traffic is reaching statistical significance. So first, what exactly is statistical significance? When you collect data from a sample, there is the possibility that your results are due to chance or a sampling error. Statistical significance is a complex calculation that determines that results indicate an actual trend and not just an accident of chance. But remember, each value of each measurement (Add to Cart Totals, Add to Cart Uniques, etc) has its own statistical significance calculation. SiteSpect calculates this for you for each metric value within each campaign.

Significance is pretty important when it comes to making big, revenue-impacting changes to your site. However, in cases where you have lower traffic — either because of the circumstances of a particular experiment or because of the nature of your site — reaching significance can pose some problems. It can take so long to collect enough data that the A/B test becomes irrelevant or impractical, or it may mean you can only run one A/B test at a time, limiting your agility and capacity to respond to consumer needs.

Strategies for Successful Testing

There are a few approaches you can take for A/B testing on a small set of traffic, but overall your strategy has to be a little bit different than if you had seemingly unlimited traffic.

1. Focus on micro-conversions:

When A/B testing, it’s important to measure each step of the user journey. Each metric measured has its own sample set, and it’s own statistical significance calculation. Though there may not be enough traffic to measure a lift in orders placed at statistical significance, there may be enough to measure product views, adds to cart, and many other behaviors between landing page and thank you page. When you measure several points along the user journey, you can see the change in user behavior and correlate these clues toward the complete picture, even though the final metric may lack sufficient data.

2. Look for “better/worse” rather than precise measures:

Sometimes, behavior lifts can be judged as “Better/Worse” at a lower statistical significance threshold than if a precise lift needs to be known. A lift that is varying between, say 5 and 10% where the statistical significance is growing but still a few points shy of 90%, could be taken as “Positive” long before it can be judged as 6.25%. Remember, it’s important that the entire change of the User Journey makes sense. Sometimes precision is important, and sometimes it is not.

3. A/B test fewer items at a time:

While you may be able to overlay campaigns in many circumstances, in general when you have less traffic, you’ll want to maximize the amount of users in each campaign. This means you may want to run fewer campaigns at a time. But don’t be discouraged, this doesn’t mean you still can’t make a big impact.

4. A/B test for functionality:

Especially if you’re A/B testing a new release, code update, or feature, you may be less concerned about the conversion impact than you are about ensuring everything functions properly. Focusing on metrics like site speed can give you the confidence you need without needing to wait for definitive conversion metrics.

5. “No harm done” A/B testing:

It’s not uncommon for branding, inventory, or other corporate changes to come with necessary site changes — meaning changes that need to happen regardless of their impact to the site. However, it’s still critical to measure the impact of these changes. One way to do this with lighter traffic is to look for “no harm done.” A lack of change will be apparent more quickly than a clear winner or loser, and this way you can be sure that these changes don’t harm the business. If it turns out that you see a negative impact, you can then tweak the implementation until you get to a steady state result.

So, if you find yourself wondering whether your site has enough traffic to warrant A/B testing and optimization, the answer is almost certainly yes. You may need to tailor your approach, but more data on user behavior means more power to improve your site and the customer experience.

To learn more about SiteSpect, visit our website.

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About Paul Terry

Paul Terry is a SiteSpect Consultant in Customer Support, guiding SiteSpect users on the road to optimization. He has over 15 years experience in optimization, testing, and personalization. He is based in Duluth, Georgia.

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