{"id":52569,"date":"2020-07-23T13:32:53","date_gmt":"2020-07-23T08:02:53","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=52569"},"modified":"2025-05-05T16:31:38","modified_gmt":"2025-05-05T11:01:38","slug":"leverage-bad-ab-test-results","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/leverage-bad-ab-test-results\/","title":{"rendered":"How To Leverage Bad Test Results"},"content":{"rendered":"\n<p>VWO partnered with Christopher Nolan for this exclusive <a href=\"https:\/\/vwo.com\/webcast\/\">Masters of Conversion<\/a> webinar to share his experience and emphasize the <a href=\"https:\/\/vwo.com\/testing\/\">learnings of failed experimentation<\/a>.<\/p>\n\n\n\n<p>Christopher Nolan is a data-driven growth strategist at ShipBob, which is a tech-enabled fulfillment service company. Following are the key takeaways from the session:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Leveraging Bad Test Results\" width=\"690\" height=\"388\" src=\"https:\/\/www.youtube.com\/embed\/E8UpCb8UeBg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><em><span style=\"text-decoration: underline\">Download Free: A\/B Testing Guide<\/span><\/em><\/a><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Experimentation and growth strategy\" id=\"experimentation-and-growth-strategy\" data-menu-id=\"experimentation-and-growth-strategy\" style=\"text-align:left\">Experimentation and growth strategy<\/h2>\n\n\n<p>Chris\u2019 focus has been growth during the course of his entire career and he deems <a href=\"https:\/\/vwo.com\/tools\/cro-experimentation-checklist\/\">experimentation<\/a> and insights fundamental to grow in any industry. He advocates building an essential experimentation ecosystem as a foundation to test, track, and analyze your test results with confidence backed by data. The results could either be good or bad.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Key learnings from bad test results\" id=\"key-learnings-from-bad-test-results\" data-menu-id=\"key-learnings-from-bad-test-results\" style=\"text-align:left\"><strong>Key learnings from bad test results<\/strong><\/h2>\n\n\n<ul class=\"wp-block-list\">\n<li>When you build a strong foundation for your testing by identifying the correct combination of tools, you will have confidence in your data.&nbsp;<\/li>\n\n\n\n<li>It\u2019s not enough to call a test a failure when it doesn\u2019t meet your KPIs. You need to take a step back and analyze why something that everyone agreed had benefits failed. When you do this, you will derive a ton of value that will guide your subsequent tests. An <a href=\"https:\/\/vwo.com\/testing\/\">integrated testing system<\/a> with analytics and tag management tools will help you with this analysis and bring forward important insights.<\/li>\n\n\n\n<li>As with failed tests, it is necessary to analyze the \u2018why\u2019 of test results even when a test is a success. Don\u2019t take the results at face value and dig deeper into what got you there.<\/li>\n\n\n\n<li>When you\u2019re communicating test results to the leaders in your company, show them the confidence you have in your data. Talk about your test results against the KPIs, and the insights you derived from the same. Be prepared with the next steps; tell them what you plan to do with these insights. With time, teams will be as happy with insights, as they are with positive results.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"#free-trial\"><img loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"298\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_How-to-Leverage-Bad-Test-Results.png\" alt=\"Blog Banner How To Leverage Bad Test Results\" class=\"wp-image-59785\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_How-to-Leverage-Bad-Test-Results.png 2400w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_How-to-Leverage-Bad-Test-Results.png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_How-to-Leverage-Bad-Test-Results.png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_How-to-Leverage-Bad-Test-Results.png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_How-to-Leverage-Bad-Test-Results.png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_How-to-Leverage-Bad-Test-Results.png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2021\/08\/Blog-Banner_How-to-Leverage-Bad-Test-Results.png?tr=w-375 375w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/><\/a><\/figure>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Pros and cons of A\/B testing set-ups\" id=\"pros-and-cons-of-a-b-testing-set-ups\" data-menu-id=\"pros-and-cons-of-a-b-testing-set-ups\" style=\"text-align:left\"><strong>Pros and cons of A\/B testing set-ups<\/strong><\/h2>\n\n\n<p>An <a href=\"https:\/\/vwo.com\/platform\/\">efficient experimentation set-up<\/a> comprises an <a href=\"https:\/\/vwo.com\/blog\/ab-testing-tools\/\">A\/B testing tool<\/a> to test your hypotheses, integrated analytics to gauge user behavior and site engagement, and a tag management tool which is a developer-less code implementation software that allows you to inject scripts.<\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Pros\" id=\"pros\" data-menu-id=\"pros\" style=\"text-align:left\"><strong>Pros<\/strong><\/h3>\n\n\n<ul class=\"wp-block-list\">\n<li>With a testing set up (such as VWO) in place, it is easier to define goals and <a href=\"https:\/\/vwo.com\/blog\/ab-testing-hypothesis\/\">create hypotheses<\/a> based on your business\u2019 KPIs, and replicate the same across tests.<\/li>\n\n\n\n<li>The testing set up offers you <a href=\"https:\/\/vwo.com\/insights\/heatmaps\/\">built-in visual reporting<\/a> tools, such as <a href=\"https:\/\/vwo.com\/website-heatmap\/\">heatmaps<\/a>, <a href=\"https:\/\/vwo.com\/glossary\/scrollmap\/\">scrollmaps<\/a>, etc.&nbsp;<\/li>\n\n\n\n<li>The set up enables you to derive insights from raw data with the help of its <a href=\"https:\/\/vwo.com\/blog\/ab-testing-significance-calculator-spreadsheet-in-excel\/\">built-in statistical significance measurement tool<\/a>.&nbsp;<\/li>\n<\/ul>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Cons\" id=\"cons\" data-menu-id=\"cons\" style=\"text-align:left\"><strong>Cons<\/strong><\/h3>\n\n\n<ul class=\"wp-block-list\">\n<li>You can only track user-defined goals, which means you need to define a goal before the test in order for it to be tracked.&nbsp;<\/li>\n\n\n\n<li>There is some restriction on what you can track in your goals and the number of ways in which you can slice your reporting is also limited.<\/li>\n<\/ul>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"Advantages of CMS and Web Analytics integrated testing tool\" id=\"advantages-of-cms-and-web-analytics-integrated-testing-tool\" data-menu-id=\"advantages-of-cms-and-web-analytics-integrated-testing-tool\" style=\"text-align:left\"><strong>Advantages of CMS and Web Analytics integrated testing tool<\/strong><\/h3>\n\n\n<ul class=\"wp-block-list\">\n<li>It is easier to track customer data on the web pages you are testing by installing the tag manager high on the page.<\/li>\n\n\n\n<li>It is easier to install tag managers within a CMS like WordPress, without needing a developer per se, as CMS offer plenty of <a href=\"https:\/\/wpforms.com\/best-free-wordpress-plugins-for-your-website\/\" target=\"_blank\" rel=\"noreferrer noopener\">plugin options<\/a>.<\/li>\n\n\n\n<li>You can form segments and custom dimensions within the CMS if it is integrated with Google Analytics, which can help track user behavior to achieve your business goals.<\/li>\n<\/ul>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Biggest failures led to the biggest testing wins\" id=\"biggest-failures-led-to-the-biggest-testing-wins\" data-menu-id=\"biggest-failures-led-to-the-biggest-testing-wins\" style=\"text-align:left\">Biggest failures led to the biggest testing wins<\/h2>\n\n\n<p><em>The BIG failed test by Chris was on BigCommerce\u2019s pricing page<\/em>. And that led to Chris\u2019 biggest testing win.<\/p>\n\n\n\n<p>Chris took what he calls as the \u201cbig swing\u201d by redesigning the pricing page at BigCommerce, a SaaS company. The \u201cbig swing\u201d failed as it resulted in a 4% decrease in the primary KPI \u2013 the trial conversion rate, and a 25% decrease in the demo conversion rate, which was a secondary goal. However, with the help of heatmaps, scrollmaps, and navigation summaries, Chris gathered insights that helped him find what was impacting the KPIs. <strong>These insights were:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Mobile users liked the new design<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Using scrollmap, it was found that visitors were finding it easier to scroll the pricing page to see all the features and plans before they made a decision in a shortened version for the mobile variation.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"1310\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/mobile-view-of-the-BigCommerce-pricing-page..png\" alt=\"Mobile View of The BigCommerce Pricing Page\" class=\"wp-image-52572\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/mobile-view-of-the-BigCommerce-pricing-page..png 960w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/mobile-view-of-the-BigCommerce-pricing-page..png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/mobile-view-of-the-BigCommerce-pricing-page..png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/mobile-view-of-the-BigCommerce-pricing-page..png?tr=w-375 375w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><figcaption class=\"wp-element-caption\">The \u2018user-friendly\u2019 mobile variation<br>Image Source: <a href=\"https:\/\/www.bigcommerce.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">BigCommerce<\/a><\/figcaption><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"807\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/Desktop-view-of-the-BigCommerce-pricing-page..png\" alt=\"Desktop View of The BigCommerce Pricing Page\" class=\"wp-image-52573\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/Desktop-view-of-the-BigCommerce-pricing-page..png?tr=w-1600 1600w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/Desktop-view-of-the-BigCommerce-pricing-page..png?tr=w-1366 1366w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/Desktop-view-of-the-BigCommerce-pricing-page..png?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/Desktop-view-of-the-BigCommerce-pricing-page..png?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/Desktop-view-of-the-BigCommerce-pricing-page..png?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/Desktop-view-of-the-BigCommerce-pricing-page..png?tr=w-375 375w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><figcaption class=\"wp-element-caption\">Desktop variation 1<br>Image Source: BigCommerce<\/figcaption><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The payment link is incredibly important<\/strong><\/li>\n<\/ul>\n\n\n\n<p>It was found during the navigation summary of the control version that visitors were clicking on a small link (the \u2018Learn more\u2019 link shown in the image below) by scrolling down. This link was removed in the variation.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"476\" height=\"78\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/screenshot-of-the-control-version-of-the-mobile-view.png\" alt=\"Screenshot Of The Control Version Of The Mobile View\" class=\"wp-image-52574\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/screenshot-of-the-control-version-of-the-mobile-view.png 476w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/screenshot-of-the-control-version-of-the-mobile-view.png?tr=w-375 375w\" sizes=\"(max-width: 476px) 100vw, 476px\" \/><figcaption class=\"wp-element-caption\"><br>The link \u2018<strong>Learn more<\/strong>\u2019 became the \u201cmoney maker\u201d (revenue maker) for the pricing page as it drove massive taps<br>Image Source: BigCommerce<\/figcaption><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Toggles between Monthly and Annual plan modes drove more taps<\/strong><\/li>\n<\/ul>\n\n\n\n<p>The monthly-annual toggle on the pricing page drove more taps and scroll depth that correlated with trial conversion that did occur. However, this correlation could not be deduced from the heatmap as it only showed user behavior inferring that the KPIs were not met.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"335\" height=\"70\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/monthly-and-annual-plan-modes-on-mobile-view.png\" alt=\"Monthly And Annual Plan Modes On Mobile View\" class=\"wp-image-52575\" \/><figcaption class=\"wp-element-caption\">&nbsp;The revenue maker toggle was driving more taps, but it was not impacting the trial conversion rate<br>Image Source: BigCommerce<br><\/figcaption><\/figure>\n<\/div>\n\n\n<p>These insights led the team to create a V2 of the pricing page. This page had the toggle placed at the left bottom of the page and payment link retained from the control, based on the navigation summaries of the pricing page.<\/p>\n\n\n\n<p>It saw <strong>a 15% lift in the trial conversion rate and 45% lift in the demo conversion rate.<\/strong><\/p>\n\n\n\n<p>Impressive, right?<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"176\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/screenshot-of-the-variation-2-on-mobile.png\" alt=\"Screenshot Of The Variation 2 On Mobile\" class=\"wp-image-52576\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/screenshot-of-the-variation-2-on-mobile.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/screenshot-of-the-variation-2-on-mobile.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\">Desktop variation 2 that took the KPIs by storm!<br>Image Source: BigCommerce<\/figcaption><\/figure>\n<\/div>\n\n\n<p><em>The successful test of pricing page at ShipBoB<\/em><\/p>\n\n\n\n<p>Previous learnings anchor your next experiment \u2013 when Chris joined ShipBob, the first thing he looked at based on his experience was once again the pricing page.<\/p>\n\n\n\n<p><strong>The form abandonment rate at ShipBob\u2019 pricing page was 30%. <\/strong>Instead of testing the \u2018Get started here\u2019 <a href=\"https:\/\/vwo.com\/blog\/call-to-action-buttons-ultimate-guide\/\">call-to-action(CTA) button<\/a>, which was placed above the fold and was the main CTA, he ran a test for the CTA copy <strong>\u2018Request a quote\u2019 link<\/strong>.&nbsp;<\/p>\n\n\n\n<p><strong>This link was placed in a no man\u2019s land at the bottom right of the page, and 11% of all users landing on that page were tapping this tiny link.<\/strong><\/p>\n\n\n\n<p><strong>Chris\u2019 learnings at BigCommerce paid him well. He chose to make \u2018Request a quote\u2019 link as the main CTA instead of \u2018Get started here\u2019 for creating accounts. It resulted in a massive 104% lift in their new \u2018Request a quote\u2019 link clicks<\/strong>, <strong>using link tracking in Google Analytics.&nbsp;<\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"380\" height=\"512\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/screenshot-of-events-tracking-in-GA.png\" alt=\"Screenshot Of Events Tracking in GA\" class=\"wp-image-52577\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/screenshot-of-events-tracking-in-GA.png 380w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/screenshot-of-events-tracking-in-GA.png?tr=w-375 375w\" sizes=\"(max-width: 380px) 100vw, 380px\" \/><figcaption class=\"wp-element-caption\">That\u2019s how you set up link tracking<br>Image Source: <a href=\"http:\/\/analytics.google.com\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n<p>His variation was a winner. However, learning from the insights, which included intensive study of the navigation summaries, tracking link, and scrollmaps data of the page in the analytics, led him to take a decision to maintain the conversion rate.&nbsp;<\/p>\n\n\n\n<p>After a successful test, he found a link that he thought of getting rid of from his winner variation (shown in the image below). But through link tracking events configured in GA, it was found that users were still interacting with that small link at the bottom of the page, contributing to the overall conversion.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"286\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/Insights-from-the-control-version-of-ShipBobs-pricing-page.png\" alt=\"Insights From The Control Version Of Shipbobs Pricing Page\" class=\"wp-image-52578\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/Insights-from-the-control-version-of-ShipBobs-pricing-page.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/Insights-from-the-control-version-of-ShipBobs-pricing-page.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\">Winner variation of <a href=\"http:\/\/shipbob.com\" target=\"_blank\" rel=\"noreferrer noopener\">ShipBob\u2019s<\/a> pricing page showing a tiny link that was still driving taps<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><a href=\"https:\/\/vwo.com\/ab-testing\/#guide-download\"><em><span style=\"text-decoration: underline\">Download Free: A\/B Testing Guide<\/span><\/em><\/a><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Effectively communicate test results to the leadership\" id=\"effectively-communicate-test-results-to-the-leadership\" data-menu-id=\"effectively-communicate-test-results-to-the-leadership\" style=\"text-align:left\">Effectively communicate test results to the leadership<\/h2>\n\n\n<ul class=\"wp-block-list\">\n<li>Highlight the importance of the test and your main KPIs.<\/li>\n\n\n\n<li>Bring on the table the key insights from the test results.<\/li>\n\n\n\n<li>Show your variations in the form of images (screenshots) with KPIs, followed by an insight, if you have one. For example, in Chris\u2019 case at BigCommerce:<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"282\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/main-KPIs-and-results-for-the-test-run-on-BigCommerce-pricing-page.png\" alt=\"Main KPIs and Results For The Test Run On Bigcommerce Pricing Page\" class=\"wp-image-52579\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/main-KPIs-and-results-for-the-test-run-on-BigCommerce-pricing-page.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/main-KPIs-and-results-for-the-test-run-on-BigCommerce-pricing-page.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\">KPIs and results with screenshots<\/figcaption><\/figure>\n<\/div>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"286\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/insights-from-the-experiment-run-on-BigCommerce-pricing-page.png\" alt=\"Insights From The Experiment Run On Bigcommerce Pricing Page\" class=\"wp-image-52580\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/insights-from-the-experiment-run-on-BigCommerce-pricing-page.png 512w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2020\/07\/insights-from-the-experiment-run-on-BigCommerce-pricing-page.png?tr=w-375 375w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><figcaption class=\"wp-element-caption\">One of the crucial insights from the pricing page experiment at BigCommerce<br>Image Source: BigCommerce<\/figcaption><\/figure>\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li>Show the methodology if you have Product Heads and Chief Technical Officers in the room. For example, if they ask you how you tracked the link, you can show them the event you created along with the data in analytics.<\/li>\n\n\n\n<li>Link your data to your insights for credibility: If you have the Google analytics data pulled into an Excel spreadsheet, link your insight to it. It may be messy or raw but that is going to give you confidence that you\u2019re not pulling these numbers out of thin air.&nbsp;<\/li>\n\n\n\n<li>Talk about specific successive plans to answer their \u2018What\u2019s next?.\u201d<\/li>\n<\/ul>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Learn from GTM and GA in test results\" id=\"learn-from-gtm-and-ga-in-test-results\" data-menu-id=\"learn-from-gtm-and-ga-in-test-results\" style=\"text-align:left\">Learn from GTM and GA in test results<\/h2>\n\n\n<p><strong>Use Google Tag Manager and Google Analytics in your testing to their full potential by digging into and deriving insights from:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Navigation summaries<\/li>\n\n\n\n<li>Video engagement<\/li>\n\n\n\n<li>Chatbot engagement<\/li>\n\n\n\n<li>Scrollmap and link tracking<\/li>\n\n\n\n<li>Form fill engagement<\/li>\n\n\n\n<li>Custom dimension by pushing GA client ID<\/li>\n<\/ul>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"VWO and testing\" id=\"vwo-and-testing\" data-menu-id=\"vwo-and-testing\" style=\"text-align:left\">VWO and testing\u00a0<\/h2>\n\n\n<p>VWO produces tools that help businesses adopt experimentation and fosters a company-wide <a href=\"https:\/\/vwo.com\/blog\/build-a-culture-of-experimentation\/\">culture of experimentation<\/a> within. Everyone has to go through the beginner phase while embracing the testing culture and encounter more failures than wins. But that\u2019s where the true value and potential for growth lie. 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