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Math Help - Calculating incremntal sales from a test - control vs variant

  1. #1
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    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
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  2. #2
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    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
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  3. #3
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    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?
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