In AB Tasty, you have the option to save the data related to the transactions carried out on your site (for example: Total number of transactions, average basket value, number of products ordered, etc.).
These data are available in each test's report as indicators.
To send transaction data to AB Tasty and display them in the reports, you must add the transaction tag to your sales confirmation page after the generic AB Tasty tag.
To benefit from the latest tag version, make sure to use version 2.1 of the framework at least.
Installing the transaction tag
- Go to the AB Tasty dashboard
- Click on Settings>Installation Code>Transaction Tag
- Paste the displayed code on the sales confirmation page
- Modify the settings with your own data
The transaction tag is made up of two parts: the first one that allows you to retrieve transaction-specific information and the second details the products purchased by the users.
1) Transaction variables
The first part of the tag sends the following information:
- GOAL NAME: the name you want to give to your transaction objective. The name of this objective must be sent as a string, i.e. in double quotation marks (ex: "Purchase").
- ORDER ID: the unique identifier of the transaction generated by your back office. This is a string of characters (ex: "12345").
- TRANSACTION VALUE: the amount of the order. This can be an amount with or without tax, with or without delivery charges, depending on the type of data you want to see in the reports. This is a string of characters (ex: "123.45").
- ITEMS QUANTITY: the number of products purchased during the order. This is an integer (ex.: "20").
If your transaction tag has been set up in a version of the framework earlier than 2.1, you must manually change the tag in the source code and add the ITEMS QUANTITY variable yourself.
2) E-commerce variables
- <KEY> represents a label for the element that you want to record. This is a string of characters.
- <VALUE> is the value that corresponds to the key. It must be a string of characters i.e. in single or double quotes.
This system of key/value pairs is fully customizable, allowing you to send AB Tasty all kinds of transaction related information that you will be able to access in your back office.
Once this data has been sent, your report will display the following objectives:
- Total revenue
- Revenue per visitor
- Average basket
- Average quantity
- Average item price
For each indicator, you benefit from the following information:
- Percentage of improvement: measurement of the good performance of a given objective of a variation compared to the original version.
- Statistical reliability index: percentage that tells you if there have been enough visits to the web page and reactions to consider the test results to be statistically reliable.
- Daily report and cumulative report: for each indicator, you can click on the Cumulative or Daily buttons to change view and display the data according to the following criteria: the cumulative view allows you to see the overall performance of the test throughout its duration of execution; the daily view shows the day-to-day performance of the test.
Turnover generated by each variant.
- Cumulative view: shows the variant that generates the greatest turnover.
- Daily view: shows the turnover generated per day for each variant.
Total number of transactions made by the visitors.
- Cumulative view: shows the variant that generates the greatest number of transactions.
- Daily view: shows the number of transactions generated per day for each variant.
Revenue per visitor
Calculation of what a customer brings in compared to the acquisition cost.
- Cumulative view: shows the variant that generates the highest value per visitor.
- Daily view: shows the value generated per day for each variant.
Average of the purchase basket amount of all users.
- Cumulative view: shows the variant that generates the highest average basket value.
- Daily view: shows the average basket value generated per day for each variant.
Average of the number of products purchased per order.
- Cumulative view: shows the variant that generates the greatest number of products sold.
- Daily view: shows the number of products sold per day for each variant.
Average item price
Average of prices of all products ordered by your customers.
- Cumulative view: shows the variant that generates the highest value per products sold.
- Daily view: shows the average product price per day for each variant.
Choose the reference currency
The first time you access your test reports, a window opens for you to select the currency to use.
- Click on the drop-down list to select the currency.
- Click on Confirm.
The currency selected is saved and then is automatically applied to your account. If you wish to modify it, go to Settings>Account information>Default currency. You must have Administrator rights for the account to make this change.
Filter the report's e-commerce results
You can also filter results based on the e-commerce variables as follows:
- In the drop-down list, choose the e-commerce filter
- Enter the variable and value of your choice
Using e-commerce data in targeting
You can use e-commerce data in the targetings of your various tests by creating segments.
For example, you can target your tests to only those visitors who have bought a particular type of product or who have used a specific method of payment.
For this, do as follows:
- Go to the Targeting step of your test
- Click on Add targeting
- Select Advanced>E-commerce
- Select the option E-commerce and click on Add
- Enter the variable and value of your choice
- Go to the Dashboard
- Click on Settings, then Global Code
This will allow you to add code that will be applied to all pages that contain the AB Tasty tag. You can then define the code to be injected into your order confirmation page.