The Results page shows statistics and product metrics for each Ecommerce question. When analyzing the results of an Ecommerce simulation, the geometric mean is often used to account for outliers in the data. Unlike the standard arithmetic mean, the geometric mean does a better job at not being influenced by extreme outliers.

In the case of Ecommerce — because there could be so much behavioral variation where some respondents might fill up their carts — rather than removing them as outliers altogether, the geometric mean acknowledges this could be real-life behavior but does not let it skew the results. For example, average cart spend is calculated using the geometric mean because it is a more robust metric that avoids the extreme influence of outliers.

Analyzing Ecommerce Summary Statistics

Ecommerce summary statistics include:

• Average cart spend — the average sum (arithmetic mean) of money spent by each respondent.
• Average cart size — the average number (arithmetic mean) of products purchased by each respondent.
• Average number of unique products in cart — the average number (arithmetic mean) of unique products purchased by each respondent.
• Total products purchased — the count of products purchased by all respondents in the Ecommerce exercise.
• Total products picked up — the total number of products picked up across all respondents.
• Total product spend — the sum of money spent on products purchased by all respondents.
• Average time at shelf — the average time (geometric mean) spent by each respondent from entering the exercise to exiting.
• Average time to first click — the average time (geometric mean) each respondent took from entering the exercise to clicking on a product to examine it closer for the first time.
• Average attention span per product — the average (arithmetic mean) of the average amount of time each product's details were viewed by respondents, calculated using the geometric mean within respondent.

⚠️ Note: Average cart spend was previously calculated using the geometric mean. If you need to compute the geometric mean of the amounts spent by respondents, use the Excel formula =GEOMEAN. If you have any questions, reach out to support@aytm.com.

Analyzing Ecommerce Product Metrics

1. Click the Product Metrics dropdown below the summary statistics to toggle between results:
   • Purchase selection — represents the proportion of individuals who bought a product.
   • Purchase quantity — the average number (arithmetic mean) of a product purchased among those who purchased that product.
   • Purchase amount — the average spend (arithmetic mean) on a product among those who purchased that product.
   • Purchased, picked up only — shows the percentages of individuals who purchased the product, those who solely picked it up, and those who did neither. Picked up only shows those who picked up the product but did not buy it. Total products picked up shows those who picked up and bought the product. No Action shows those who did not pick up or buy the product.
   • Attention span — the average time (geometric mean) spent viewing a product's detail view, among those who clicked on the product.
   • Time to cart — the average time (geometric mean) between starting the task and adding a product to cart among those who added that product at any point in the exercise.
   • Time to first click — the average time (geometric mean) between entering the exercise and clicking on a product to examine it closer for the first time.
2. Hover over bars to get a further breakdown of data per product. When Purchase selection is visualized, hovering will also show live significance testing.

⚠️ Note: Purchase amount was previously calculated using the geometric mean. If you need to compute the geometric mean of the purchase amounts, use the Excel formula =GEOMEAN. If you have any questions, reach out to support@aytm.com.

Exporting the Results

1. Click the Export icon in the left-hand navigation.
2. Select Raw CSV or Excel to yield a report that shows only purchase intent.
3. Select Excel with coded map or JMP to yield a report that shows additional metrics. In Excel with coded map, each Ecommerce question added will yield its own sheet of data.