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How to interpret the result of AB test with worse bounce but with better pages/session and duration?

by adamovic
2 replies
We are running many AB tests. Sometimes, we get results that some metrics are better but some metrics are worse. We are obviously interested in 3 metrics: bounce, pages/session and avg. session duration.
I.e.

A test - Bounce 62.80%, Pages / Session 2.42, Avg. Session Duration 00:01:53
B test - Bounce 63.58%, Pages / Session 2.46, Avg. Session Duration 00:01:55

So who would be the winner? The one with the lower bounce or the one with the higher pages per session and average session duration?
This is the website that doesn't have conversation rates (it doesn't sell many products directly, so it doesn't have conversion rates, we simply want to improve user experience). Sample sizes are big enough (60K+ sessions).
I don't think it's important what we are actually testing, but this is actually for two variants of a mobile menu.
#bounce #duration #interpret #pages or session #result #worse
  • Profile picture of the author Devilfish168
    To be honest, Bounce rate is suggestive. I read up so call Google Gurus etc etc.
    Some of their theory is logic, in the sense put yourself as a Visitor to your site.

    Just recall back while you doing a search , visit other site. How much time you spend on that site than move on for other sites?

    Just merely few seconds and move on the next sites, same just few sec of glacing around than move on

    So you see , Bounce rate naturally become high? isn't?
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  • Profile picture of the author Alex Eftimie
    How reliable is your test? (how many unique visitors pe test)

    If you have less than 100 uniques then your a/b test sample size is too small.

    If your test is larger, especially over 100 uniques each. Then you are probably on the right track.

    A bigger bounce but better stats means that visitors decide faster whether what they need is on that page.

    If that is the case, you need to split your page into multiple pages or change it to fit the needs of the actual visitors.
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