# Calculating incremntal sales from a test - control vs variant

• Jul 16th 2011, 02:16 AM
atppkr
Calculating incremntal sales from a test - control vs variant
Hi,

wondering if anyone could help me out on this... I wanting to calculate an uplift in demand based on a few measures. These being conversion rate, AOV and orders placed.

If I have a conversion rate of 14.15% for one period and 14.79% (difference is 0.64) how can i calculate uplift in demand on the 0.64.

It seems from the data below that the variant converts higher with more orders but will an average order value (average order value). Whats im looking to acheive is how much incremental demand has the variant acheived compared to the control?

Data example

Page visits Orders Sales Conversion Rate AOV
control A 7,748 1,096 £142,386.06 14.15% \$130
Variant B 8,474 1,253 £154,210.72 14.79% \$123

Any help appreciated
• Jul 19th 2011, 12:39 AM
agerrrard
Re: Calculating incremntal sales from a test - control vs variant
Dont you need take the difference in the AOV price (so \$130-\$123) = 5% discount
then divide the change in order sales by the change in price to see what price elasticity is

so its -2.42 which means for every 1% change in price you get a 2.4% change in demand
• Jul 19th 2011, 01:14 AM
atppkr
Re: Calculating incremntal sales from a test - control vs variant
I see what you have done here, but how do I get to a demand figure which is £x incremntal benefit?