Presentation delivered by Ty Wilson to Snowplow Analytics Boston meetup in April 2016

1. User journeys and A/B testing
April 5, 2016

2. Outline
l CustomMade data pipeline
l User journeys
l A/B testing with Snowplow
2

3. Our data pipeline
3
Customer and
Transactional data
Traffic and event data
Data sources
Analytics
Storage
Production
database

4. Unified analytical model
4
Transactional
and customer
data
Visitor Sessions Events

5. Visualize user journeys
5
Customer journeys on CustomMade.com
May 2014 – Dec 2014
~80% of visitors
to listings pages
bounce

6. More pages = more conversions
6
Post rate by # of pages viewed
Last 100 days
Create new field

7. A/B test with Snowplow
7
Fire A/B test condition
event on page view
Compare the 2 groups on
anything that you track
Design your experiment
Test: <span class="track_view" data-track-view="AB test
page view*Browse overlay test 1*variant=/Ring overlay
1"></span>
Control: <span class="track_view" data-track-view="AB
test page view*Browse overlay test 1*variant=No
overlay"></span>
Can match any event
to a session