A/B Testing

Overview

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Summary of test

This overview will show you the following:

• Group → when we do an a/b test we will be make different groups (emails, flows, etc) to find out what leads to the least amount of churners.

• Contacts → the numbers revere to the amount of people that entered that group.

• Churn → this will show you the amount of people that churned in their group.

• Churn Rate → this percentage will show you what percentage of people churned that entered the group.

• Churn Loss → the amount of money you lost based on the value of the people that have churned.

• Avg. loss → this is based on the following formula: churn loss/contacts = avg. churn loss

$$Churn Rate = Churners/Contacts*100$$

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Winner

The winner is based on the group that had the lowest churn rate

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Churn Rate Graph

The Churn Rate graph is interactive. This way you can look at the development and the process of the a/b test.

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Average Churn rate per segment

You can view the chart in: - Churn Rate - Avg. Churn Loss

Churn Rate

The Average Churn rate per segment will display different percentages that are based on the customers that have churned. This can display a lot of different factors like:

• Channels → Mail, Inbound and Website, etc.

• Gender → Male, Female, Neutral, etc.

• Product → Online, Physical, etc.

• Client Type → Individual, Subscription, etc.

• Engagement → Daily user, Weekly user, Monthly user, No engagement, etc.

You can use these graphs to dive a little deeper into who the people are that churned. This will give you more insight on what there behavior was and what you should focus on to prevent churn.

Avg. Churn Loss

The average churn loss is a way to show you were you will lose the most amount of money. This can help with understanding which customers are going to cost you less or more money.

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Different tests

You can have multiple a/b tests, they don't have the be live at the same time but you will be able to look back and review their results.

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