How To Speed Up Cart Module Hypothesis Testing? Here's How!

Imagine you are an e-commerce manager, driven and data-hungry. You're a seasoned professional in creating seamless interfaces and improving customer experience by conducting A/B tests and assessing how these changes impact company sales using set of different KPI

Now you find yourself working on a project to optimize the shopping cart module for a small online shop. Your strategy is to implement and test minor changes in the cart design to spot positive customer reaction that might boost sales. You have a team consisting of a designer and a web analyst. Together, you can brainstorm different hypotheses and test them through A/B testing. The pressure is on to conduct A/B tests at a rapid pace to see results as soon as possible.

The constant changes to the cart design cause chaos with existing website event tracking system. This system, implemented by developers, relies on data embedded in markdown format, which gets disrupted with each design modification

You, including a web analyst, initially attempt to solve this issue through Google Tag Manager (GTM). Unfortunately, they discover limitations in GTM variables and triggers, preventing them from capturing the dynamic data they require for accurate tracking.

Offloading the task to developers each time of implementing a new design changes to handle markdown issues seems like a viable solution. However, this introduces a potential significant delay AB test launch as each test iteration might require vast amount of waiting developers available time.

After careful consideration whole situation and carrying out research of possibilities to cope with problem, web analyst suggests leveraging GTM's custom JavaScript capabilities and modern browser technologies. They can create a custom JavaScript tag that interacts with the Browser Observer API to capture the necessary data directly from the cart's HTML structure.

Instead of relying on pre-defined data points that break with every design change, the Browser Observer API acts like a digital watchdog, capturing user interactions and cart modifications as they occur.  This eliminates the need for constant developer involvement in every A/B test

The roadblock is gone! You can finally resume your A/B testing project with confidence, knowing you can accurately track user behavior regardless of cart design changes.  This newfound ability empowers your team to gather the data you need to optimize the shopping cart for maximum conversions.

Traditionally, every A/B test iteration involving cart design changes meant wrestling with the limitations of their pre-defined event tracking system. The Browser Observer API eliminates this bottleneck. It acts as a real-time observer of the cart page, capturing user interactions and cart modifications as they happen, regardless of the design variation being tested. This newfound flexibility translates to a significant acceleration of their A/B testing process.

With the need for developer involvement minimized, you and your team can move swiftly through your A/B testing cycles. You can launch new cart variations, gather data quickly, and analyze results efficiently, all thanks to the power of the Browser Observer API. This newfound speed allows any e-commerce team to optimize the shopping cart experience faster and maximize their chances of achieving their sales goals.