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Can You Guess Which Test Won?

Without or with the child link?

Without secondary child link
dell_version_a-smClick here to enlarge
With secondary child link
dell-version_b-smClick here to enlarge

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Difference Between Versions:

Version AProduct detail page without secondary child link under Call To Action (CTA) button
Version B Same product detail page but with secondary child link under CTA button

Key Performance Indicator (KPI):

Button clicks, Revenue Per Visitor (RPV), Revenue Per Returning Visitor (RPVr), Average Order Value (AOV)

Test Goal:

Increase computer purchases

Traffic Source:

All desktop visitors: direct, organic, search, referral, paid, affiliate, social traffic and an existing email list


Shoppers interested in purchasing a new computer


Dell: the IT solutions provider

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