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.