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’, ‘Variation #2’, and so on) 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 of 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 / Visitor – shows the value of a user, which in this case is calculated by dividing the total amount (Revenue) by the number of users.
- Average goal value – shows the average amount of money that the experiment brought in.
- 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’ (the conversion rate) 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: