Measuring the Effectiveness of Online Sales by Conducting A/B Testing

Miroslav Mandić (), Iva Gregurec () and Uglješa Vujović ()
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Miroslav Mandić: University of Zagreb, Faculty of Economics & Business
Iva Gregurec: University of Zagreb, Faculty of Organization and Informatics
Uglješa Vujović: dm-drogerie markt Croatia

Tržište/Market, 2023, vol. 35, issue 2, 223-249

Abstract: Purpose – The aim of this paper is to demonstrate the application of A/B testing for measuring the effectiveness of online sales in order to determine which changes to a website’s user interface have the greatest effect on the improvement of key performance indicators (KPIs) of online sales. Design/Methodology/Approach – A total of five A/B tests were conducted, four of which concerned the manipulation of user interface elements whereas one examined the difference in KPIs depending on the quality of the search engine used. Testing was conducted from January to July 2021 on a sample of a minimum of 7,000 visitors of the website of a company operating on the Croatian market. Findings and Implications – The conducted tests show that sometimes, as can be seen from the results of the first A/B test, the existing version of the website should be kept. However, as shown by the second, fourth, and fifth A/B test, changes to a website’s user interface can be of significant help in improving KPIs. The third A/B test highlighted the need for multiple tests of the same user interface element in order to achieve the full potential of an online business. Limitations – The general limitations of A/B testing, such as its focus on short-term goals, the lack of insights into real consumer behavior, and the use of CMS systems all affect the results of conducted research. Originality – As the analysis of existing research papers established the absence of a unified division of KPIs, their summarization and use for the purposes of the present research is the main contribution of this study.

Keywords: A/B testing; effectiveness; key performance indicators (KPIs); website; online sales (search for similar items in EconPapers)
Date: 2023
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