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A/B Testing 101: Off To A Great Start

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What is A/B testing? A SCIENTIFIC METHOD OF PROOF
WHAT IS A/B TESTING FOR MARKETING • A scientific method adapted for marketing • Compare two or more versions of an asset to each other • Use data and statistics to determine which version is better • Implement winner and increase conversions
HOW DOES A/B TESTING WORK?
SO WHY DO WE A/B TEST? • Lowers risk • Helps us realize the actual impact of proposed changes • Increase learnings • Takes the guess work out of optimization
How do you start testing? THE DON’TS
WHERE DO YOU START TESTING?
DON’T JUST GUESS
SUB OPTIMIZE • Button colors • Small copy changes • Small layout changes • Fonts, font size, etc. * at least not until you have found 
 a great variation and have lots of traffic
WATCH OUT FOR BUZZ • Don’t just test what the gurus say • What works for others may not work for you
PREMATURE TESTING • Testing without an audience/traffic • Before you know what and why you are testing
Where do you start testing? THE DOS
DO YOUR HOMEWORK You have to put in the work to get great results • Learn as much as you can about A/B testing • Study the great people out there • What’s their process and insights?
A framework for success The basis of a successful testing program
Research Know what to test and see the greatest improvements
DIVE INTO YOUR DATA
FIND YOUR BIGGEST OPPORTUNITIES
INVESTIGATE THE OPPORTUNITY TO UNDERSTAND IT
FORM A HYPOTHESIS By doing A, B will happen, Because of C
By focusing on the benefits of Kissmetrics instead its features (A), We will get more prospects to sign up for a trial (B), Because people understand the value of the product (C).
BUILD THE TEST VS. Control Variant
MEASURE THE TEST VS. Control Variant
LAUNCH THE TEST
CALL THE TEST VS. Control Variant +17.74% increase in registrations!! 98% Significance
DOCUMENT AND SHARE YOUR FINDINGS Documenting all your tests and results • Increases company transparency • Helps others know where tests are going on • Makes it easier to call tests • Makes learnings available for everyone in company
REPEAT THE PROCESS AS OFTEN AS POSSIBLE
A STORY OF OUR FAILURE VS -13.68% increase in registrations!! 80% Significance
NOT ALL TESTS ARE WINNERS ““Only 1 out of 8 A/B tests have driven significant change.” Noah Kagan AppSumo* ““The goal of a test is to get a learning, not a lift. With enough learnings, you can get the real lift,” Dr. Flint McGlaughlin MECLABS
RULES OF THUMB FOR TESTING
Tooltips AND BURGERS
How I like my testing burger Tooltips for your testing framework
Tool Company Why do I like it?
Not everyone likes their burger the same way How do you take yours?
Trust the process Share your leanings Stack your results A/B TESTING FOR SUCCESS
REPEAT THE PROCESS AS OFTEN AS POSSIBLE
FEEL LIKE A WINNER AND TAKE A VACATION
Get Our Free PDF Guide to A/B Testing

Publicada em: Marketing
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A/B Testing 101: Off To A Great Start

  1. 1. `A/B Testing 101: Off To A Great Start THUE MADSEN
  2. 2. 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
  3. 3. @thuelmadsen #Kisswebinar @Kissmetrics
  4. 4. The don’ts… The dos… 1 What is A/B testing? Do your homework Repetition Succeed 2 Where do you start testing? TABLE OF CONTENTS 3 A framework for success Tooltips and Burgers4
  5. 5. What is A/B testing? A SCIENTIFIC METHOD OF PROOF
  6. 6. WHAT IS A/B TESTING FOR MARKETING • A scientific method adapted for marketing • Compare two or more versions of an asset to each other • Use data and statistics to determine which version is better • Implement winner and increase conversions
  7. 7. *Image from Optimizely HOW DOES A/B TESTING WORK?
  8. 8. *Image from Kikolani HOW DOES A/B TESTING WORK?
  9. 9. *Image from Dynamicyield HOW DOES A/B TESTING WORK?
  10. 10. SO WHY DO WE A/B TEST? • Lowers risk • Helps us realize the actual impact of proposed changes • Increase learnings • Takes the guess work out of optimization
  11. 11. How do you start testing? THE DON’TS
  12. 12. *Image from Optimizely WHERE DO YOU START TESTING?
  13. 13. DON’T JUST GUESS
  14. 14. SUB OPTIMIZE • Button colors • Small copy changes • Small layout changes • Fonts, font size, etc. * at least not until you have found 
 a great variation and have lots of traffic
  15. 15. WATCH OUT FOR BUZZ • Don’t just test what the gurus say • What works for others may not work for you
  16. 16. PREMATURE TESTING • Testing without an audience/traffic • Before you know what and why you are testing
  17. 17. Where do you start testing? THE DOS
  18. 18. DO YOUR HOMEWORK You have to put in the work to get great results • Learn as much as you can about A/B testing • Study the great people out there • What’s their process and insights?
  19. 19. A framework for success The basis of a successful testing program
  20. 20. Research Know what to test and see the greatest improvements
  21. 21. DIVE INTO YOUR DATA PaidEntered CCAdded to CartViewed Product
  22. 22. FIND YOUR BIGGEST OPPORTUNITIES PaidViewed CheckoutAdded to CartViewed Product
  23. 23. INVESTIGATE THE OPPORTUNITY TO UNDERSTAND IT And/Or
  24. 24. INVESTIGATE THE OPPORTUNITY TO UNDERSTAND IT * peek.usertesting.com/
  25. 25. INVESTIGATE THE OPPORTUNITY TO UNDERSTAND IT
  26. 26. FORM A HYPOTHESIS By doing A, B will happen, Because of C
  27. 27. FORM A HYPOTHESIS By focusing on the benefits of Kissmetrics instead its features (A), We will get more prospects to sign up for a trial (B), Because people understand the value of the product (C).
  28. 28. BUILD THE TEST
  29. 29. BUILD THE TEST VS. Control Variant
  30. 30. MEASURE THE TEST VS. Control Variant
  31. 31. LAUNCH THE TEST
  32. 32. CALL THE TEST VS. Control Variant +17.74% increase in registrations!! 98% Significance
  33. 33. DOCUMENT AND SHARE YOUR FINDINGS
  34. 34. DOCUMENT AND SHARE YOUR FINDINGS Documenting all your tests and results • Increases company transparency • Helps others know where tests are going on • Makes it easier to call tests • Makes learnings available for everyone in company
  35. 35. *Image from Optimizely REPEAT THE PROCESS AS OFTEN AS POSSIBLE
  36. 36. A STORY OF OUR FAILURE VS Control Variant
  37. 37. A STORY OF OUR FAILURE VS
  38. 38. A STORY OF OUR FAILURE VS -13.68% increase in registrations!! 80% Significance
  39. 39. *Quote found on VWO NOT ALL TESTS ARE WINNERS ““Only 1 out of 8 A/B tests have driven significant change.” Noah Kagan AppSumo* ““The goal of a test is to get a learning, not a lift. With enough learnings, you can get the real lift,” Dr. Flint McGlaughlin MECLABS** **Quote found on MarketingSherpa
  40. 40. RULES OF THUMB FOR TESTING Things to remember when we are testing • Min. 2000 visitors • Min. a few hundred conversions • At least one full cycle > 2 week • >99% statistical significance • Keep a backlog of test hypothesis • Build next tests as the current one is running *More info at http://kiss.ly/1vF4wUc and http://kiss.ly/1Q4vTm0
  41. 41. Tooltips AND BURGERS
  42. 42. How I like my testing burger Tooltips for your testing framework
  43. 43. Tool Company Why do I like it? Analytics Kissmetrics Shows me my actual customers and their behavior Qualitative Research Qualaroo, SurveyMonkey, Usertesting Easy to use/Deep qualitative insights Project Management Trello Manage my time + communicate with collaborators
  44. 44. Tool Company Why do I like it? Company Wiki Confluence Document initial thoughts for everyone Testing platform* Optimizely, Pardot, Adwords Easily build tests and get data Analytics Kissmetrics Let’s me confirm and verify down my funnel Company Wiki Confluence Documentation and learnings for everyone *Includes actual testing platform and tools that have testing capabilities
  45. 45. Not everyone likes their burger the same way How do you take yours?
  46. 46. Trust the process Share your leanings Stack your results A/B TESTING FOR SUCCESS
  47. 47. *Image from Optimizely REPEAT THE PROCESS AS OFTEN AS POSSIBLE
  48. 48. FEEL LIKE A WINNER AND TAKE A VACATION
  49. 49. Get Our Free PDF Guide to A/B Testing
  50. 50. Appsumo reveals its A/B testing secret: only 1 out of 8 tests produce results MORE RESOURCES… A Beginner’s Guide To A/B Testing: An Introduction How to Run AB Tests that Get REAL Results Statistical Significance Does Not Equal Validity (or Why You Get Imaginary Lifts) How Big is the Difference Between Being 90% and 99% Certain? My 7 Rules for A/B Testing That Triple Conversion Rates Optimizely: What is A/B Testing How To Determine The Statistical Significance Of An A/B Test – Basic Introduction How to Determine Statistical Significance When A/B Testing With Divi Leads
  51. 51. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

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