{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Experimentation Edge","title":"How MilliporeSigma lifted add to cart with a smarter search","html":"","width":"100%","height":180,"duration":1226,"description":"Summary\nDorothy Crepin runs the A/B testing program at MilliporeSigma, the life sciences business of Merck KGaA, where one global catalog has to serve three very different visitors: scientists hunting for a specific instrument, procurement buyers working off a list someone else wrote, and students doing research with no purchasing power at all. Add a regulated industry where what you can sell changes country by country, and personas stop being a marketing exercise.\nShe walks Ashley Stirrup through the test that changed how her team thinks about discovery. MilliporeSigma rebuilt its on-site type ahead so it suggests a search term instead of pushing a matching product, and saw double digit increases in feature usage and add to cart. From there Dorothy makes the case for measuring the action a page is actually responsible for rather than revenue alone, for pairing A/B tests with a user testing ambassador panel to get at the why, and for sending product managers back to one question before anything gets built: what problem are you solving for the customer?\n\nChapters\n00:00 Revenue is an outcome, not the metric\n01:26 Welcome and what MilliporeSigma does\n02:22 The three audiences on a B2B science site\n03:53 What an A/B testing analyst coordinates\n04:20 Running experiments across product pods\n05:31 Building leadership buy in for testing\n08:08 Where A/B testing ends and user testing begins\n08:52 The type ahead search test that lifted add to cart\n11:30 How to frame a test with a product manager\n13:34 Why testing the opposite pays off\n15:26 Personas, personalization and what AI changes\n18:57 Building trust across competing teams\n\nTakeaways\n- MilliporeSigma changed its on site search to suggest search terms instead of products and saw double digit gains in feature usage and add to cart.\n- Revenue is an outcome, so Dorothy's team measures the next action each page is responsible for, like add to cart on a product detail page.\n- A/B testing tells you what happened....","thumbnail_url":"https://img.transistorcdn.com/D9kLs0HSsqR4ttk_5ESEdC1jX-wmD76GK-OHmb3a9B8/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80YTFk/MGU1MjJlODhlNjJh/MTdlZTZkN2Q1ODY5/OTdjYy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}