Assuming that the data that you are collecting for the number of clicks is meaningful and directly related to a small change you are measuring (which is probably what you should be using the A/B test for), I imagine that you would want to set up a comparison to show that there is a significant difference (i.e. significance testing) in the number of clicks between page A and page B.
That means I would expect to see two sets of data set out as follows:
- Column A - participant ID
- Column B - clicks page A
- Column C - clicks page B
Or if you used two different participant groups:
Table one
- Column A - participant ID
- Column B - clicks page A
Table two
- Column A - participant ID
- Column B - clicks page B
Depending on if you have the same participants or not clicking on both pages A and B (you would have two different populations in that case, and a slightly different statistical analysis), you would then work out the average number of clicks for page A and B, then compared to see if there is a statistically significant difference between the average number of clicks. That is, you would end up with the average number of clicks for the participants for page A (e.g. 4.15) and compare it with the average number of clicks for the participants for page B (e.g. 5.23) to see if there is a significant difference between those two values.
The details are a bit too long to go into it here, but that would be the measure that I would report on. Here is a useful diagram from Investopedia (Image by Julie Bang © Investopedia 2019):
Where you had the same participants click on the two different pages, it would involve doing a paired t-test for significance between the page click values recorded.
If instead these were two different groups of participants, one looking at page A and the other looking at page B, then you would be doing an independent sample t-test (either assuming or not assuming equal variance).