An A/B test report in VWO enables you to analyze the performance of different variations by showing various metrics such as expected conversion rate, improvement, the probability to beat baseline, and others. You can also analyze the conversion rate of variations visually by using graphs. To compare goals, you can select the date range, box plot, or probability density.
By default, in the Report tab, the Table First layout appears followed by the Graph First layout. In the Table First layout, the Expected Conversion Rate and Improvement are the first two columns. In the Graph First layout, the Date Range graph appears. You can change this default layout using View Settings.
You can access view settings by clicking the gear icon which is present next to the report layout that appears first, either the Table First layout or the Graphic First layout. Please refer to the attached screenshot.
Note: These settings are saved per user. If you and your colleagues are using different logins, you can configure different views.
All the changes done in the View Settings page will be visible in A/B test, Mobile app test, and Split test reports.
You can use View Settings to change the layout of a report, select your default graph, and make changes to the stats table.
Configuring Report Layout
By default, in the Report tab, the Table First layout appears followed by the Graph First layout. You can use the Report layout to change this layout to show the graph first followed by the stats table. Similarly, you can change the view of the graph as well.
Note: By default, the Date-range graph appears.
Configure Table Options
With layout options, you get to customize:
VWO uses the Bayesian-based SmartStats engine to calculate the conversion rate. SmartStats doesn’t calculate the conversion rate as a single number and calculates a conversion rate range, which shows with 99% certainty where the actual conversion for your variation lies.
By default, the number you see in the conversion rate column is the median value of the conversion rate range and you can use this section of View Settings to customize this value. You can turn on ranges for metrics such as expected conversion rate, expected revenue per visitor, improvement, and expected revenue per conversion.
Using the Table columns section, you can:
- Specify the columns that appear in the report by using the checkboxes, and
- Reorder the columns by dragging them to the desired place.
Note: The ranges are not shown by default. Also, absolute potential loss is a metric that is not shown by default in the stats table. You can add it to the stats table from this section if you intend to report this metric.
Using the Show 'total' row option, you can choose to display a new row- Total in the stats table. This row gets added at the bottom of the table and shows the information about overall visitors, conversions, and revenue from the test.
Note: By default, this row is not shown in the stats table.
Using the Show rows for disabled variations option, you can choose to display the disabled variations in the stats table.
Note: By default, these variations are not shown in the stats table.