Ali Demirbaş - Lab
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UI Elements

Auto-Opening the Live Chat Window: A/B Test Example

An open chat panel makes support visible but may interrupt visitors who do not need help.

  • UI elements
  • Purchase conversion rate (CR)

Control vs Variant

What the interface does on its own is the variable.

Changed
Behavior
Page
UI elements
Difference
changed

Hypothesis

Opening a panel is not the same as starting a conversation. With the same support service and message, measure purchases alongside user-initiated conversations, their quality, and support workload.

How to run this test

Primary metric

Purchase conversion rate (CR)

Compare purchases among eligible assigned visitors, not the number of chat windows opened.

Other metrics

  • User-started chat rateDo not count automatic opening as a chat; measure the first message sent by the user per assigned visitor.
  • Unqualified or empty chat rateTrack started chats that do not meet the predefined qualification criteria.
  • Page exit rateCompare session exits among eligible assigned visitors.
  • Support response timeTrack time to first human reply and the team's capacity to handle requests.

What to check before and during the test

  • Opening behaviorCompare a click-to-open chat button with automatic opening under one fixed rule.
  • TriggerChoose one trigger, such as time, page or inactivity, before launch.
  • QualityKeep qualification criteria and the response process the same.
  • DismissalTrack voluntary reopenings and respect a dismissal for the rest of the session.
  • DeviceMake sure the panel leaves required mobile content usable.

Setup mistakes to avoid

  1. 1Keep a visible, working close control.
  2. 2Do not open the chat while a user is filling in a form or paying.
  3. 3Change opening behavior only, not the greeting message.
  4. 4Do not reopen the panel during the same session after it is closed.
  5. 5Do not call a winner from chat volume alone; review quality and support workload.