The business challenge
When I first started at Ecwid, there was little infrastructure for A/B testing. We tried VWO and Optimizely for our website, but we weren’t able to test within our application.
I set off in search for a tool that would provide better insights into A/B testing. Before Kissmetrics, all reporting and data requests were routed through our data analytics team. It was frustrating not having the capability to run my own reports. But the worst part was the delay in receiving results, which slowed down our ability to grow our website conversions and product adoption.
We had challenges getting thorough and meaningful test results quickly, which decreased the amount of insights we uncovered on a regular basis. We’re a fairly small company, and we like to move quickly—but waiting for metrics every week hindered our speed to grow.
Beyond report timeliness, website user behavior was anonymous. In order to find out who was doing what, we would have to combine various reports, but we struggled to segment the results the way we wanted to. Using Google Analytics alone, we couldn’t find out how each segment was performing.