Episode Details

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
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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.