Discrepancy in Unique Visitors/ Visitors Traffic Split



We currently have two campaigns running on two different sites with the same exact setup. These tests target our mobile PDPs and simply resizes the images/ restyles the image carousel on those pages. The traffic is currently split 50%/50% on both campaigns, which is reflecting correctly in our unique visitor count. However, when we look at the visits, the split is a 65%/35% split for both campaigns, with the experience seeing the larger amount of visits than the control. Typically with every other A/B test that we have run, the visits count is also split 50/50 like the unique visitor count. With this one test in particular being run on both brands, the visits split is off which is causing a serious issue with our reporting, as our cart additions metric is also off and this is our main KPI for this test. We have the same test setup as other similar tests that have run, but have never before experienced this issue. Any thoughts on this?

AB test Analytics Target

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