Changing the Game: Always On Testing with Artificial Intelligence

Copyright © 2016 Sentient Technologies LLC. All rights reserved.Copyright © 2016 Sentient Technologies LLC. All rights reserved.Copyright © 2016 Sentient Technologies LLC. All rights reserved.

Peep LajaFOUNDER

The New World of AI-Based Testing

WEBINAR

Jonathan EpsteinCHIEF MARKETING OFFICER


• What are artificial intelligence and evolutionary computation?

• How Sentient Ascend™ automates your CRO efforts

• How Sentient Ascend is able to get results faster using AI

• Results and case studies from Sentient Ascend customers

• Q&A with Peep Laja

Agenda


Artificial Intelligence and Evolutionary Computation

Copyright © 2016 Sentient Technologies LLC. All rights reserved.

• A field of computer science focused on building “intelligent” machines

• An ideal “intelligent” machine

• Perceives its environment

• Takes actions that maximize its success against some goal

• Learns from the results of prior actions and adapts

• AI is all around you already!

• Siri, Waze, Airline pricing

• Is it smarter than me?

• Depends on what you mean by smart. But it is a lot faster.

What is Artificial Intelligence?


AI comes in many shapes and forms…

…each of which excels at solving certain classes of problems.

DEEP LEARNING EVOLUTIONARY ALGORITHMS

NEURO-EVOLUTION

BAYESIAN


Evolution: A Proven Efficient Design System


FITNESSWhat makes one candidate (website, trading strategy, animal) more viable than another?

COMBINATIONBy combining successful candidates, you can achieve greater fitness, and also prune out bad attributes.

MUTATIONAn element of randomness helps discover new successful combinations and ensures you find the best solution—not just a good one.

The 3 Core Principles of Evolutionary Algorithms: AI Based on Natural Selection


How Sentient Ascend™

Automates Your CRO Efforts


Ideas In, Results Out

Develop Hypotheses and How to Test Them

Enter Test Variants

into Ascend

QA Ascend Automated

Evolutionary Testing

Review Results

Deploy Winner


Demo: Setting Up a Test in Sentient Ascend


After the operator inputs the various test hypotheses, Ascend tests a first generation – each individual change is measured against the goal…

Each box represents a designEach letter represents a hypothesis

Ascend Applies Evolutionary Principles to CRO


How Sentient Ascend Works

+ 0 - + - + 0 + +

…and determines which ones have good “genetic material.”



The system then combines the successful candidates into a new generation to test…



…and again selects the winners in that population.



The breeding continues, with mutations to ensure we explore all corners.



Within 4 generations you see massive impact; by 8 to 10 generations Ascend converges on the winning design


Faster Results with Sentient Ascend™


The New Era of Massively Multivariate Testing

• Test dozens of site improvements at once

• Determine the best combination of those changes to achieve your growth goals

• Evolutionary algorithms can determine the best performer from 1 million designs while only testing 500–600 of them, in generations of 20–40 candidates at a time


Always-On, Continuous OptimizationAscend always tests in the background and adapts your site presentation to provide the best results if your audience changes for any reason.


Results & Case Studies


Ascend Customer Successes160Test combinations

4Funnel pages tested

38.4% Increase in conversions (best design)

Goal: Increase checkout conversion rate

90% Increase in conversions (best design)

21.5% Cumulative lift across all pages

1,152 Test combinationsGoal: Increase checkout

conversion rate

48% Increase in conversions (best design)

11% Cumulative lift across all pages

380,000 Test combinationsGoal: Increase lead-form

submits


Q&A with Peep LajaRanked Most Influential CRO Expert in the World by PPC Hero


Thank you!LEARN MORE

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Marketing

Changing the Game: Always On Testing with Artificial Intelligence