Analytics Results Tab Overview

The Analytics Results tab in Elevate A/B Testing provides a comprehensive overview of your experiment's performance, offering insights into visitor interactions, conversion rates, revenue, and more. This tab is designed to help you make data-driven decisions based on your experiment outcomes.

Experiment Summary Section

At the top of the dashboard, you'll find key experiment metadata and performance indicators:

• Creation Date: When the experiment was created (e.g., Mar 25, 2025)

• Total Visitors: The cumulative number of visitors who have participated in the experiment

• Projected Revenue: Forecasted revenue based on current performance

• Experiment Goal: The primary metric being optimized (e.g., Revenue Per Visitor)

• Statistical Significance: Current significance level of your results (e.g., "Near Significance")

• Experiment Duration: Length of time the experiment has been running

Variation Performance Table

The variation performance table provides a side-by-side comparison of your control and test variations:

• Variation: Name of each variation (Control/A, Variation 1/B, etc.)

• Status Indicator: Visual indicator showing which variation is leading

• Visitors: Number of unique visitors for each variation

• Total Revenue: Cumulative revenue generated by each variation

• Rev./Visitor: Average revenue per visitor for each variation

• Conv. Rate: Percentage of visitors who completed the conversion goal

• Conv.: Total number of conversions for each variation

• Orders: Total number of orders placed through each variation

• Ship. Rev.: Shipping revenue generated by each variation

• AOV: Average Order Value for each variation

Conversion Funnel Visualization

A bar chart displaying conversion rates at different stages of the purchase funnel:

• Added to cart: Percentage of visitors who added items to their cart

• Reached checkout: Percentage of visitors who proceeded to checkout

• Checkout completed: Percentage of visitors who completed their purchase

Probability to Win

A visual representation of each variation's likelihood of being the top performer for your chosen experiment goal (e.g., Revenue per visitor).

Line Chart of Data

Below the summary table, a line chart visualizes the experiment data, offering both daily and aggregate views:

• Daily View: Shows data points for each day, allowing you to observe daily performance trends.

• Aggregate View: Provides a cumulative view of data over time, helpful for understanding overall trends.

Various chart options are available to tailor the data visualization to your needs, including:

• Revenue Over Time: Tracks how revenue fluctuates throughout the experiment

• Conversions Over Time: Monitors conversion numbers as the experiment progresses

• Conversion Rate Over Time: Shows how conversion percentages change during the test period

• Revenue Per Visitor Over Time: Visualizes the average revenue per visitor trends

• AOV Over Time: Tracks Average Order Value changes throughout the experiment

• Visitors Over Time: Displays visitor count trends for each variation

Each of these metrics can be viewed in both daily and aggregate formats, allowing you to analyze both short-term fluctuations and overall performance trends.

Top Metrics Cards

Further down, four cards display lists of top sources, entry pages, locations, and devices for your experiments:

• Top Sources: Identifies where your experiment traffic is coming from.

• Entry Pages: Shows which pages visitors are landing on when they enter the experiment.

• Locations: Highlights the geographic distribution of your visitors.

• Devices: Breaks down the devices used by visitors participating in the experiment.

Filter Functionality

To deepen your analysis, Elevate A/B Testing offers filters that allow you to refine the displayed data based on specific criteria:

• Variation Filtering: Isolate and analyze data for a particular test variation.

• Location Filtering: Focus your analysis on data from specific geographic locations.

• Source Filtering: Filter the data based on distinct traffic sources to understand their impact.

• Device Filtering: Segment data by the type of device used, providing insights into device-specific performance.

• Page Filtering: Examine data for specific pages within your experiment to gauge page-level performance.

• UTM Tags Filtering: Utilize UTM parameters to filter data, offering insights into the effectiveness of various marketing campaigns and channels.

This filtering functionality enables you to dissect your experiment's data more granely, providing actionable insights that can inform future optimization strategies. Whether you're looking to improve conversion rates, increase revenue, or enhance user engagement, the Analytics Reporting Overview equips you with the data you need to make informed decisions.