Transparent analytics: incrementality, not just clicks

Incrementality and statistical significance calculated automatically

The Gravity Field A/B testing system does not just split traffic between variations — it calculates incremental gains for every metric of every campaign in real time.

You see how much additional money (add-to-carts, completed orders and so on) the test variation brings compared with the control, and can assess the effect of personalization precisely at any moment.

On top of that, Gravity Field automatically computes the statistical significance of the results and forecasts how likely the gains on key metrics are to hold going forward.

Track primary and secondary metrics

For each test you set the primary metric that decides the winning variation yourself — order conversion, for example.

At the same time you can track how variations affect secondary metrics: average order value, revenue per user, add-to-cart conversion and others.

The same campaign can lift order conversion while reducing average order value and revenue per user — in that case the decision to roll out is made with both the primary and the secondary metrics in view.

Analyze data on standard and custom metrics

Gravity Field collects campaign data across a wide range of metrics relevant to every type of business. The key metrics for picking a winner are revenue per user, add-to-cart and order conversion, and average order value.

The open architecture of the platform lets you add custom metrics to reports: CTR of individual blocks, conversion to wishlist, use of search and filters, and so on.

Collect data by segment

Reports let you compare the impact of campaigns on key metrics across segments using straightforward filters.

One campaign can lift revenue from new users and reduce it from returning ones; raise average order value for one audience and lower it for another; hurt conversion for retail buyers and help it for wholesale.

Gravity Field lets you analyze each segment separately, and predictive targeting helps with the decisions that follow.