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Slidedeck for my talk about why reading blogs and case studies on CRO and A/B testing are doing more harm than good. You also learn how to use a framework to do optimisation the right way
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The Sensationalisation of A/B TestingAnd why it doesn’t work for you
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8th October 2014
Manuel da Costa
@digital_tonic
DIGITAL TONIC
We have a problem with A/B testing
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Let’s see how good you are at A/B testing
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CONTROL
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VARIATION
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VARIATION
25% increase in conversions
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Clickthroughs 606% and Purchases 11%
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What we don’t see
What was the sample size?
How long did they run the test for?
Significance of results?
What was the target segment for the test?
Did they re-test ?
THROWINGcrap against the wall hoping it sticks
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AB/ TESTING
You need aFramework
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Observe
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Start here
Your customers
Identify the leaks in your funnel
Get customer insights
Brainstorm
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We believe that changing X for Y customers will result in ZX = variables you want to test
Y= target segment you want to run the test on Z = the outcome i.e. change conversions or user behaviour
Prioritise your test ideas
Ease of testingImpact on bottom line
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AB/ TESTING
Select your sample size
Set your test duration
QA your test
Integrate with analytics
Don’t stop your test too early
Review & Iterate
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Segment your data!!!
Statistical significance http://abtestguide.com/calc/
Re-test
What did you learn?
A B/ Testing
ObserveYour customers
BrainstormReview & Iterate
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Need inspiration for your A/B Testing?
LOOK AT YOUR DATA
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http://bit.ly/digitaltonicmeasurefest
Interested in more Conversion Optimisation stuff?Get the slides, resources and more
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Follow me on twitter : @digital_tonic Drop me a line : [email protected]
