Towards extending A/B Testing in E-Commerce sales processes

Abstract

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.