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Understanding the results of your A/B test experiment
Understanding the results of your A/B test experiment
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Wisepops Experiments provide powerful insights into how your campaigns influence visitor behavior. This guide helps you interpret your experiment results.

Note: Detailed results are only available in the Wisepops Intelligence plan.

Understanding general A/B testing concepts

  • Number of visitors per variant: Shows how many visitors were exposed to each variant, based on your campaign’s targeting and triggering rules. The control group follows the same rules as the original campaign.

Learn more:

  • If targeting/triggering rules are consistent across variants, visitor distribution will match the allocations set during A/B test creation.

  • If rules differ between variants, the actual visitor distribution may vary from your initial setup. Be aware—this can introduce selection bias in your results.

  • Since results reflect only visitors exposed to campaigns, metrics may differ from overall website trends. For example, a campaign targeting return visitors may show higher average pageviews than your site-wide average.

  • Baseline: The control group serves as the baseline for your A/B test. Uplift metrics are calculated relative to this baseline. If no control group exists, the variant with the lowest main goal metric value becomes the baseline.

Note: In the absence of a control group, the variant assigned to be the baseline might change over the course of the A/B test as the measure main goal metrics values change

  • Uplift: Indicates the positive or negative impact of a variant on a metric compared to the baseline.

    For example, if a variant shows a +13.5% uplift in sessions per visitor, the ±5% range means we’re 95% confident the true uplift lies between +8.5% and +18.5%.

  • Significance: A green check appears when the estimated uplift is statistically significant (95% confidence or higher). Wait for this level of significance before drawing conclusions—earlier estimates are unreliable.

Metrics explained

Learn more: All metrics reflect the full visitor journey, including activity before campaign display.

  • Number of sessions per visitor: Average sessions per visitor for each variant.

  • Number of page views per visitor: Average pages browsed per visitor.

  • Revenue per visitor (USD): Total revenue generated per visitor across all revenue-associated goals.

  • Order rate: Percentage of visitors who completed a revenue-associated goal ("order").

  • Average Order Value: Average revenue per order.

  • Displays: Total campaign impressions. If set to show once per visitor, matches the number of targeted visitors.

  • Clicks: Total clicks on the campaign’s CTA button.

  • CTR (Click-Through Rate): Percentage of visitors who clicked (measured per visitor).

  • Attributed conversion rate: Percentage of clickers who converted within the attribution window.

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