A/B Testing: You Might be Driving in the Wrong Direction
A/B Testing You Might Be Driving in the Wrong Direction TOMASZ BORYS @Kissmetrics #KissWebinar @thuelmadsen Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Tomasz loves dipping his feet in the river while fishing, injuring his thumb while gaming, hacking away at a golf club, and driving demand at Kissmetrics. He’s also the biggest fan of gummy bears. TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali @Kissmetrics #KissWebinar @tbcali 1 The optimum strategies for A/B testing 2 How we A/B Test at KISSmetrics 3 A/B Testing beyond click conversions - having a pulse on the entire funnel and why it’s important TABLE OF CONTENTS 4 The influence social traffic has in the funnel • Set a Goal • Baby Steps • Aim for Statistical Significance • Never Lose Sight THE OPTIMUM STRATEGIES FOR A/B TESTING Baby Steps People want to move the needle and see results fast, by implementing multiple changes at once. But how can you be sure what element had an impact? Aim for Statistical Significance SET A GOAL Aim for Statistical Significance getdatadriven.com Never Lose Sight We can caught up on what we think is best to optimize conversions or traffic…but data doesn’t lie • 4,000 and above sample size • 99% Statistical Confidence • Blind Eye for 1 Week HOW WE A/B TEST AT KISSMETRICS 4,000 and Above Sample Size Significant or decent amount of data is needed when you’re testing beyond click conversions 4,000 and Above Sample Size significant or decent amount of data is needed when you’re testing beyond click conversions 99% Statistical Confidence Police Blind Eye for 1 Week Data can be very erratic the first several days, so it’s easy to hit the panic button A/B Testing Beyond Click Conversions ORIGINAL VARIANT SIGNUPS Signups Install JS Custom Data Custom Data Opportunities Created SOCIAL AD FUNNEL TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali tborys@kissmetrics.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?
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A/B Testing: You Might be Driving in the Wrong Direction
- 1. A/B Testing You Might Be Driving in the Wrong Direction TOMASZ BORYS
- 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Tomasz loves dipping his feet in the river while fishing, injuring his thumb while gaming, hacking away at a golf club, and driving demand at Kissmetrics. He’s also the biggest fan of gummy bears. TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali
- 5. 1 The optimum strategies for A/B testing 2 How we A/B Test at KISSmetrics 3 A/B Testing beyond click conversions - having a pulse on the entire funnel and why it’s important TABLE OF CONTENTS 4 The influence social traffic has in the funnel
- 6. WATCH WEBINAR RECORDING NOW
- 7. • Set a Goal • Baby Steps • Aim for Statistical Significance • Never Lose Sight THE OPTIMUM STRATEGIES FOR A/B TESTING
- 8. Set a Goal
- 9. Baby Steps People want to move the needle and see results fast, by implementing multiple changes at once. But how can you be sure what element had an impact?
- 10. Aim for Statistical Significance SET A GOAL Aimfor Statistical Significance getdatadriven.com
- 11. Never Lose Sight We can caught up on what we think is best to optimize conversions or traffic…but data doesn’t lie
- 12. • 4,000 and above sample size • 99% Statistical Confidence • Blind Eye for 1 Week HOW WE A/B TEST AT KISSMETRICS
- 13. 4,000 and Above Sample Size Significant or decent amount of data is needed when you’re testing beyond click conversions
- 14. 4,000 and Above Sample Size significant or decent amount of data is needed when you’re testing beyond click conversions 99% Statistical Confidence Police
- 15. Blind Eye for 1 Week Data can be very erratic the first several days, so it’s easy to hit the panic button
- 16. A/B Testing Beyond Click Conversions
- 17. ORIGINAL
- 18. VARIANT
- 19. SIGNUPS
- 20. SIGNUPS
- 21. SIGNUPS
- 27. Custom Data
- 28. Custom Data
- 29. Custom Data
- 33. SOCIAL AD FUNNEL
- 34. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
- 35. TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali tborys@kissmetrics.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?