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Split Tests (A/B Testing)

This feature allows you to split test (A/B test) two different ZP pages to identify which changes that were made that increases or maximizes an outcome of your interest. Split Tests are a great way to improve your page's conversion rate performance by testing two of your pages against each-other to find a winner. 

The conversion rate data collected for both pages allows you to identify which page variant has a higher purchase conversion rate so you can drive traffic to the winning versions of your pages. 

Connect your Google Analytics account

ZipifyPages doesn’t collect any split-test stats in-app, but uses data collected by your own Google Analytics account instead.

If you don't already have Google Analytics connected to your Shopify store and Enhanced Ecommerce enabled in both your GA account and Shopify admin, please do so before proceeding further. The details on how to set that up can be found in this help article from Shopify: https://help.shopify.com/en/manual/reports-and-analytics/google-analytics/google-analytics-setup

Note: If you're using the OneClickUpsell app, you will also need to enable the Google Analytics + Enhanced Ecommerce integrations within the OCU app's settings. More details on that can be found in our help article here.

Once you have your Google Analytics account connected properly to your Shopify store with Enhanced Ecommerce enabled, you need to connect your Google Analytics account to the Zipify Pages app. To do that, simply follow the steps below:

1. Navigate to the Split Tests section of the app where you will be prompted to login to Google Analytics. Click the "Connect Google Analytics" button in the Split Tests section of the app. 

That will take you to the Settings > General >  Tracking section of the app where you can click the "Connect Google Analytics" button. 

2. After you login to your Google account, use the drop-down menus to select your GA Account, Property and View associated with your Shopify store and click the Save button. Be sure to select the correct property/view which contains data about your store and subsequently the pages you want to split test. 

Note: If you need to connect a different GA account, click the "Connect a Different Account" button and then login to your other Google account instead. 

Creating a Split Test

To create a Split Test (after connecting your GA account), follow the steps below:

1. Go to the "Split Tests" section of the app and click the "Create A Split Test" button there.

Note: Be sure to prepare both pages for the test before starting the creation process. We recommend to duplicate the main page and then apply minor changes to the duplicated version which you wish to test against the original page. 

2. You will then be directed to the Select Pages screen where you choose the pages to include in the test. A is the original page and B is the variation of the original that you want to test against the original. 

3. Optionally, you can change the traffic distribution model by clicking the "Advanced Settings" dropdown and sliding the scale towards A or B to adjust the distribution. The default for traffic distribution is set to 50/50% which is the most precise way to split test pages. 

Important Notes: 

  1. You can only split-test pages which have the same setting for the “Use theme header/footer” option in the Page settings. This means this option should be either enabled or disabled for both pages of test at the same time.
  2. A specific page can only be used to run one Split Test at a time.

4. Once you've selected your pages and set your traffic distribution, click the "Save & Start" button to both save your split test and start running it. The Public Test URL is the URL that you will want to drive your traffic to from your ads/campaigns. Visitors to that URL will be redirected to control (A) and variation (B) pages based on the traffic distribution set by you. 

If you're not ready to start the test just yet, click the "Save Draft" button instead to add the test to the Split Test dashboard in a "Draft" state. You can then come back to it later without losing your initial setup work. Click "Cancel" to discard the test.

IMPORTANT NOTES:

1. Zipify Pages doesn’t collect any split-test stats in-app, but uses data collected by your own Google Analytics account instead. So, you need to connect your Google Analytics account first by clicking on the “Connect Google Analytics” button within the Settings > General section of the Zipify Pages app.

Then use the drop-down menus to select your Account, Property and View. Be sure to select the correct Property/View which contain your store's data and subsequently the data about the pages you want to split-test. 

2. Be careful when changing the Property/View to not select ones which don't contain data about pages involved in running your test(s) since it will make the collected stats irrelevant. When you log out from the GA account in the ZP app, it will make stats data incorrect as well.

Split Test Dashboard

After you create a test and it's been running for some time, you can view its performance by going back to the Split Tests section of the Zipify Pages app. The split test dashboard section lists all your Split tests ( Running, Draft and Stopped statuses).

The Split Tests table contains stats (Status, Total Views, Unique Views and Conversion Rate) for each page of your tests (excluding ones you haven’t started yet) as well as the Duration of the test. You can stop the Split Test at any time and then start it again later if you'd like. Keep in mind that we’re not gathering statistics for a test which has been stopped.

Note: It can take 1 - 2 hours to see the initial stats for your split test pages after a test is started since it depends on how quickly Google Analytics sends the data back. Data in the split test section updates once per hour for running split tests. 

The page with a higher Conversion Rate will be shown in green within the table since it is the winning page currently. A gray color is used to mark the page with a lower Conversion Rate, so it's obvious which page is winning and which one is losing. In the event that both pages have the exact same Conversion Rate, then both pages will be shown in green. 

*Conversion Rates shown here refer to "Purchase" conversions only at this time. We take Conversion Rate data from the Behavior > Site Content > Landing Pages section of your connected Google Analytics account.

If you wish to apply any changes to a running Split Test you should Stop the test first. Then click on the “Edit Test” action within the Actions drop-down next to the test you want changes applied to. Apply your changes and then start the test up again by clicking the "Run" button.

Actions available for Split Tests

The "Use This Page" option allows you to easily pick and use the "winner" page once you decide to do so. 

If you choose the variation page (page B) as the winner, then the original page (page A) will become unpublished and the variation page will receive the original page's URL.

This means that the traffic will arrive at the original URL, but that the content of the page would be the variation page's content.

Note: It's not recommended to apply changes to a running test since it will affect the trustworthiness of stats already collected for the test (your changes will affect the conditions that the previous stats were collected for). We recommend to create another test instead which guarantees the integrity of the experiment.

Other available Actions that you can take for a test are:

  • Run/Stop, Copy Link, View Test, Edit Test and Delete.

Viewing Split Test data in the Statistics section or your Google Analytics account

You can see the transaction count and other data for each page in the split test as well. It can be seen either in the Statistics section of ZP or in the connect GA account.

In the ZP statistics section, you can search (ctrl + f) for ?zpstest and that will bring up any page that is involved in a ZP split test. Then you can check the Transactions column for the number of conversions: 

In Google Analytics, go to Behavior > Site Content > Landing Pages and search for ?zpstest to see the data:

Important notes about running your Split Tests

  1. You can’t remove or unpublish a page that is involved in a running split test. You have to stop the test first.
  2. Be careful when updating a page that is involved in a running split test since this changes the page stats the data is collected for and makes the collected data irrelevant.
  3. Once a test is started it will generate a special URL for the pages which contains additional parameters (ex: store_domain/pages/page_title?zpstest={{token}}).

    It will only appear this way for the pages in the Statistics section of ZP and in Google Analytics and all metrics will be collected for it. This means that when a split test is running, GA will stop collecting stats for the initial page URLs (store_domain/pages/page_title) and will collect stats for the special URLs (store_domain/pages/page_title?zpstest={{token}}) instead.

    IMPORTANT:
    Split Test pages will be available through a page's initial URL (store_domain/pages/page_title) not through the special one, so you shouldn’t worry about any changes to the links/URLs you already setup and are using in ads/campaigns. 
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