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Experiment design

Build and test intent channelisation towards premium (Gold) or branded products through a native UX update on PDP reco

Build understanding on comprehension and usage of the new construct to further socialise the UX for -

Adjacent category ingress

Scalability across REs (i.e. FY / CLP / collections / search)

The experiment will be launched on PDP merchandising plane with the following variants

Test 1 - Views parallel feed on PDP reco with FTUX (Pos 1 - Gold and Pos 2 - Mall)

Test 2 - Views parallel feed on PDP reco w/o FTUX (Pos 1 - Gold and Pos 2 - Mall)

Control - Doesn’t view any parallel feed on PDP reco

Cohort - 1OD+ users with Android app version > 601

North Star -

L0 -Gold O/Vi (Gross orders / unique visitor)

L1 - Mall O/Vi

L1 - Gold V/Vi

L1 - Mall V/Vi

L2 metrics -

Platform NMV/Vi

Plat GMV/Vi

Plat Clicks / Views

Plat Orders / Clicks

Plat Views / Visitor

Plat AOV

Plat Net / Gross

Platform Gross Orders/Vi

PDP reco specific metrics -

PDP reco usage funnel - PDP clicks → Scrolls to reco section

PDP reco NMV/Vi

Reco GMV/Vi

Reco Clicks / Views

Reco Orders / Clicks

Reco Views / Visitor

Reco AOV

Reco Net / Gross

Reco Gross Orders/Vi

Construct usage -

CTR for individual parallel feeds

Coverage for parallel feed and VC

Funnel trends for respective parallel feeds -

CTR → Scroll depth → V/Vi → O/Vi → GMV/Vi

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