Explore

Reads

Experiment link -

⁠

https://admin.meeshosupply.com/v3/discovery/abacus/experiment-details/4023⁠

⁠

Plat funnel metrics

Re level funnel metrics

CTR

Ads and 80 OC impact

Feature funnel → CTA clicked → Products viewed inside the bottom sheet → A2C → Ordered

Net VC / OC coming in through the new build

Context -

The experiment aimed to address key user issues leading to low conversion rates by driving intent towards suitable alternatives across core browsing real estates.

Launched on August 29th, Early reads indicate slight increase in platform O/V of 0.1%, offset from 0.28% decline in V/Vi, resulting in a 0.18% drop in platform gross (O/Vi.

CTRs varied at 2-6% levels basis real estate with a strong co-relation detected between of real estate’s conversion and feature’s CTR.

Search and Wishlist were the key real estates positively impacted, showing O/Vi gains of 0.26% and 2.3% respectively.

Experiment details -

Experiment was launched on 29th August on all major REs (CLP, Search, Collections, FY feed, Wishlist and PDP reco) with the following variants -

Control - Doesn’t view CTA on any real estate

Test 1 - Icon placed on product image below wishlist icon

Test 2 - Icon placed on product image on bottom right corner

The build couldn’t be tested with FTUX due to stringent timelines pre code freeze

UX -

⁠

⁠

Early reads -

O/Vi and CTR are lower across the platform & individual real estates when CTAs are placed at the bottom right of the image card

Platform O/Vi is down by ~0.2%, with negative impact seen across reco, CLP, collections, and FY

O/Vi looks directionally positive for high-intent real estates like -

Wishlist: 2.3% improvement in Gross O/Vi (1.7% O/V and 0.7% V/Vi increase)

Search: 0.26% improvement in Gross O/Vi (0.38% O/V increase, offset by a 0.12% V/Vi drop)

Feature CTR is ~2% for browsing-heavy REs like search and CLPs, but significantly higher at ~7% for wishlist due to presence of FTUX. The FTUX variant for other REs will be launched post code freeze

We have observed CTR decaying DoD and are currently figuring UX comprehension from a mix of user LODs and instrumentation validation

We’ve seen strong correlation between CTR and conversion improvement across most REs, except for CLP (R = 0.85 between CTR and O/Vi / R = 0.82 between CTR and V/Vi)

Detailed reads

Funnel trends -

Cohorts

Real estate

Duration

O/C

C/V

O/V

V/Vi

O/Vi

T/Vi

GMV/Vi

AOV

N/G

Net_orders/Vi

NMV/Vi

CTR

Notes

Test 1 - CTA on top

Platform

Post

-0.15

-0.56

-0.71

-0.39

-0.91

-0.2

2.58

1.85

0.56

6.83%

Open

Test 1 - CTA on top

Platform

Pre

-0.16

-0.31

-0.12

-0.38

-0.07

0.03

-0.28

-0.33

Open

Test 1 - CTA on top

Wishlist

Post

2.96

-0.96

1.98

-0.1

1.87

2.56

1.24

-0.63

24.51

26.84

25.48

17.5%

Open

Test 1 - CTA on top

Wishlist

Pre

-1.59

0.06

-1.53

-0.29

-1.81

-0.94

-2.19

-0.38

-0.64

-2.44

-2.83

Open

Test 1 - CTA on top

Post

0.3

-0.28

0.01

-0.5

-0.49

-0.42

-0.71

-0.22

1.11

0.61

0.18

4.7%

Open

Test 1 - CTA on top

Pre

-0.22

0.04

-0.18

-0.12

-0.31

-0.34

-0.03

-0.01

-0.32

-0.29

Open

Test 1 - CTA on top

CLP

Post

-0.59

-0.12

-0.72

-1.1

-1.81

-1.02

-2.28

-0.47

2.21

0.37

0.41

4.3%

Open

Test 1 - CTA on top

CLP

Pre

0.33

0.03

0.36

-0.26

0.1

0.07

0.15

0.05

0.26

0.36

0.17

Open

Test 1 - CTA on top

FY feed

Post

-0.37

-0.91

-1.27

-0.69

-1.95

-1.61

-1.58

0.37

-0.25

-2.19

0.62

0.8%

Open

Test 1 - CTA on top

FY feed

Pre

-0.8

-0.07

-0.87

-0.06

-0.93

-0.58

-1.31

-0.38

0.57

-0.37

-0.66

Open

Test 1 - CTA on top

PDP Reco

Post

-0.37

0.11

-0.26

-0.57

-0.83

-0.65

-0.91

-0.08

1.2

0.36

0.29

Open

Test 1 - CTA on top

PDP Reco

Pre

-0.05

-0.15

-0.19

-0.21

-0.26

-0.07

0.05

-0.15

-0.19

Open

Test 2 - CTA on bottom

Platform

Post

0.38

-0.29

0.09

-0.28

-0.19

-0.2

-0.23

-0.04

0.98

0.79

-0.14

9.3%

Open

Test 2 - CTA on bottom

Platform

Pre

-0.16

0.04

-0.12

-0.03

-0.14

-0.04

-0.2

-0.06

-0.1

-0.25

-0.36

Open

Test 2 - CTA on bottom

Wishlist

Post

3.24

-1.48

1.72

0.65

2.38

2.77

2.89

0.51

-0.32

2.06

1.6

27.5%

Open

Test 2 - CTA on bottom

Wishlist

Pre

-0.35

-0.02

-0.37

-0.19

-0.57

-0.42

-1.16

-0.59

-0.54

-1.11

-1.24

Open

Test 2 - CTA on bottom

Post

1.29

-0.9

0.38

-0.12

0.26

-0.07

0.33

0.07

-0.87

-0.61

-0.71

9.1%

Open

Test 2 - CTA on bottom

Pre

-0.24

0.15

-0.09

0.01

-0.08

-0.05

0.05

0.13

-0.1

-0.18

Open

Test 2 - CTA on bottom

CLP

Post

-0.44

-0.68

-1.12

-0.82

-1.93

-1.22

-2.06

-0.13

5.71

3.67

6.35

8.1%

Open

Test 2 - CTA on bottom

CLP

Pre

0.31

0.04

0.35

-0.14

0.21

0.23

-0.09

-0.3

-0.19

0.02

-0.16

Open

Test 2 - CTA on bottom

FY feed

Post

0.71

-1.42

-0.72

-0.41

-1.13

-1.75

-0.35

0.78

2.2

1.05

2.34

1.5%

Open

Test 2 - CTA on bottom

FY feed

Pre

-0.49

0.01

-0.48

0.07

-0.41

-0.23

-0.3

0.09

-0.29

-0.7

-0.87

Open

Test 2 - CTA on bottom

PDP Reco

Post

0.01

-0.14

-0.13

-0.55

-0.68

-0.63

-0.64

0.04

-0.67

-1.34

-1.62

Open

Test 2 - CTA on bottom

PDP Reco

Pre

-0.11

-0.01

-0.12

-0.02

-0.14

-0.17

-0.25

-0.11

-0.19

-0.33

-0.44

Open

⁠

DoD CTR trend -

Variant 1 / CTA on top -

⁠

Variant 2 / CTA on bottom -

⁠

Next steps -

Team to conduct LODs and validate the UX across REs

Team to check instrumentation and validate if the CTR reads are correct / Analyse reasons for a sharp CTR drop

Team to check for impact for check metrics like ad rev / user

Team to deep dive and understand underlying issue for CLPs performance

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