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A/B testing in E-commerce sales processes

Konstantinos Koukouvis (Institutionen för data- och informationsteknik (Chalmers)) ; Roberto Alcañiz Cubero (Institutionen för data- och informationsteknik (Chalmers)) ; Patrizio Pelliccione
Lecture Notes in Computer Science; 8th International Workshop on Software Engineering for Resilient Systems (SERENE) (0302-9743). Vol. 9823 (2016), p. 133-148.
[Konferensbidrag, refereegranskat]

© Springer International Publishing Switzerland 2016.E-commerce has traditionally been a field where online controlled experiments, such as A/B testing, take place. Most of these experiments focus on evaluating the front-end of the application and specifically different visual aspects, e.g. creating variations of the layouts, fonts, colors of the site, etc. In this paper we want to experiment whether A/B testing can be used to evaluate e-commerce sales processes and to improve the resilience of these processes. To achieve this goal we developed a tool in collaboration with a company, called Sonician AB, which is focused on marketing automation. The tool has been designed to empower business owners with a virtual assistant able to help customers understanding their needs and making decisions while purchasing products or services. The tool has been evaluated within the company and instantiated in two different business flow cases. Two experiments under real-life conditions show promising results. The paper concludes with lessons learned and a set of guidelines designed to help companies with interest of conducting similar experiments.

Denna post skapades 2017-01-13. Senast ändrad 2017-01-13.
CPL Pubid: 246889


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Institutionen för data- och informationsteknik (Chalmers)
Institutionen för data- och informationsteknik (GU) (GU)


Data- och informationsvetenskap

Chalmers infrastruktur