Measuring Non-Linear User Journeys: Rethinking Funnels Metrics in A/B Testing

This story was originally published on HackerNoon at: https://hackernoon.com/measuring-non-linear-user-journeys-rethinking-funnels-metrics-in-ab-testing . A deep dive into user reorders, hidden behavioral patterns, and how aggregated funnels improve A/B test accuracy in non-linear user journeys Check more stories related to product-management at: https://hackernoon.com/c/product-management . You can also check exclusive content about #user-journey , #ab-testing , #data-analysis , #funnel-analysis , #data-driven-decision-making , #user-behavior-analytics , #good-company , #business-metrics , and more. This story was written by: @indrivetech . Learn more about this writer by checking @indrivetech's about page, and for more stories, please visit hackernoon.com . InDrive users create an order, receive bids from drivers, choose a suitable one, waits for the driver to arrive, and then starts and completes the trip. In some tests, conversions at the stages that precede the implemented changes can change in a statistically significant way. In this article, we explain how we investigated these behavioral patterns and, based on them, introduced new metrics that helped make test results more interpretable.