A/B Testing

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

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

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

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.

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.

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.