What key metric should be tracked when implementing A/B testing on listing titles to avoid accidentally *decreasingyour overall conversion rate?

When implementing A/B testing on listing titles, the key metric to track to avoid accidentally *decreasingyour overall conversion rate is the *'relevance-adjusted click-through rate' (CTR) and its impact on the 'add-to-cart' rate. Standard CTR only measures the percentage of impressions that result in a click, without accounting for the quality of those clicks. A high CTR alone can be misleading if the clicks are coming from buyers who are not actually interested in purchasing the item. Therefore, it is crucial to assess whether the new title attracts buyers who are *morelikely to add the item to their cart and ultimately complete the purchase. Relevance-adjusted CTR means factoring in the keywords used in search, and how relevant a listing is relative to what the user actually searched for. For example, a new title might attract more clicks overall, but if the 'add-to-cart' rate significantly decreases, it suggests that the new title is attracting clicks from buyers who are not truly interested in the product or are misled by the title. This can lead to a lower overall conversion rate, even with a higher CTR. To accurately assess the impact of the new title, compare the 'add-to-cart' rate and the final conversion rate (percentage of listing views that result in a sale) for the listings with the original title and the new title. If the 'add-to-cart' rate and conversion rate are lower for the listings with the new title, it indicates that the new title is not effective and should be discarded, even if it has a higher CTR. The goal is to optimize the title for *qualified traffic, meaning buyers who are genuinely interested in purchasing the item. By tracking the 'add-to-cart' rate and conversion rate in addition to CTR, you can ensure that your A/B testing efforts are actually improving your overall conversion rate and not just attracting irrelevant clicks.