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Makes sense, the interests of your target market are different. Some apps will have users that are tech savvy that will be motivated by that message and other a
by lalos 13y ago
Makes sense, the interests of your target market are different. Some apps will have users that are tech savvy that will be motivated by that message and other apps will simply not care or will be confused about reading the "SSL/TLS" reminder discouraging them to make the purchase. Anyways this is the beauty of the A/B test, to test things and see what works better in specific cases and not to make generalizations about behaviours.
- grrowl 13y agoIt also hinges heavily on how you're tracking these A/B results. There's less certainty and value in simply saying "Group A ended up booking more" — if metrics indicated a statistically higher percent of users complete the purchase at that particular page with the single change on it. Now that we know it worked for Kayak and not another company, we can delve into why to further inform everyone's future decisions. IMO a padlock with more pure language would do better, but only another A/B test by Kayak or similar company would validate this.