Towards extending A/B Testing in E-Commerce sales processes
Typ
Examensarbete för masterexamen
Program
Publicerad
2020
Författare
KOUKOUVIS, KONSTANTINOS
ALCAÑIZ CUBERO, ROBERTO
Modellbyggare
Tidskriftstitel
ISSN
Volymtitel
Utgivare
Sammanfattning
E-commerce has traditionally been a field where online controlled experiments, such
as A/B testing, take place. While most of these tests focus on evaluating different
visuals (graphics, colors, layouts) this thesis is about using them to evaluate different
sales processes. The authors began by developing a tool for a local company designed
to empower businesses in helping their customers understand their needs and make
decisions on purchasing their products or services. Then an embedded case study
took place, which involved the evaluation of the tool by company personnel and also
experiments under real life conditions. The goal of this thesis is to prove whether
A/B testing can be applied in E-commerce sales processes and the formation of
a set of guidelines designed to help business with interest of conducting similar
experiments.
Beskrivning
Ämne/nyckelord
A/B Testing , web testing , decision assistant , sales process