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A/B Testing in E-commerce Sales Processes

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Software Engineering for Resilient Systems (SERENE 2016)

Part of the book series: Lecture Notes in Computer Science ((LNPSE,volume 9823))

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Abstract

E-commerce has traditionally been a field where online controlled experiments, such as A/B testing, take place. Most of these experiments focus on evaluating the front-end of the application and specifically different visual aspects, e.g. creating variations of the layouts, fonts, colors of the site, etc. In this paper we want to experiment whether A/B testing can be used to evaluate e-commerce sales processes and to improve the resilience of these processes. To achieve this goal we developed a tool in collaboration with a company, called Sonician AB, which is focused on marketing automation. The tool has been designed to empower business owners with a virtual assistant able to help customers understanding their needs and making decisions while purchasing products or services. The tool has been evaluated within the company and instantiated in two different business flow cases. Two experiments under real-life conditions show promising results. The paper concludes with lessons learned and a set of guidelines designed to help companies with interest of conducting similar experiments.

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Notes

  1. 1.

    http://goo.gl/8r9X3P.

  2. 2.

    Sonician http://www.sonician.com/en.

  3. 3.

    http://graphpad.com/quickcalcs/contingency1/.

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Authors and Affiliations

  1. Chalmers University of Technology, University of Gothenburg, Gothenburg, Sweden

    Kostantinos Koukouvis, Roberto Alcañiz Cubero & Patrizio Pelliccione

Authors
  1. Kostantinos Koukouvis
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  2. Roberto Alcañiz Cubero
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  3. Patrizio Pelliccione
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Corresponding author

Correspondence to Patrizio Pelliccione .

Editor information

Editors and Affiliations

  1. Chalmers University of Technology , Gothenburg, Sweden

    Ivica Crnkovic

  2. Abo Akademi University , Turku, Finland

    Elena Troubitsyna

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Koukouvis, K., Cubero, R.A., Pelliccione, P. (2016). A/B Testing in E-commerce Sales Processes. In: Crnkovic, I., Troubitsyna, E. (eds) Software Engineering for Resilient Systems. SERENE 2016. Lecture Notes in Computer Science(), vol 9823. Springer, Cham. https://doi.org/10.1007/978-3-319-45892-2_10

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  • DOI: https://doi.org/10.1007/978-3-319-45892-2_10

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-45891-5

  • Online ISBN: 978-3-319-45892-2

  • eBook Packages: Computer ScienceComputer Science (R0)

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