When you’ve finished running an A/B test or Multivariate test you should have a lot of data to look at for each of your KPIs, and you’ll see an overall trend. However, if you segment your data by channel, dividing up users based on how they arrived at your site, you may get a completely different story. In the example below, you can see how users who arrive at a site via organic search behave very differently from those who have clicked on a social post or an ad. The video below explains how to segment your data and what you can do with those new results.
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