The Sensationalisation of A/B Testing and Why it Doesn't Work
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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 Testing and Why it Doesn't Work
- 1. The Sensationalisation of A/B Testing And why it doesn’t work for you #MEASUREFEST 8th October 2014
- 2. Manuel da Costa @digital_tonic DIGITAL TONIC
- 3. We have a problem with A/B testing #MEASUREFEST
- 4. Let’s see how good you are at A/B testing #MEASUREFEST
- 7. VARIATION #MEASUREFEST 25% increase in conversions
- 8. #MEASUREFEST
- 9. #MEASUREFEST
- 10. #MEASUREFEST Clickthroughs 606% and Purchases 11%
- 11. #MEASUREFEST
- 14. #MEASUREFEST
- 15. 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 ?
- 16. THROWING crap against the wall hoping it sticks #MEASUREFEST
- 17. #MEASUREFEST A B / TESTING
- 18. You need a Framework #MEASUREFEST
- 19. #MEASUREFEST
- 20. Observe #MEASUREFEST Start here Your customers
- 21. Identify the leaks in your funnel
- 25. Brainstorm We believe that changing X for Y customers will result in Z #MEASUREFEST X = 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
- 26. Prioritise your test ideas Ease of testing Impact on bottom line
- 27. #MEASUREFEST A B / TESTING Select your sample size Set your test duration QA your test Integrate with analytics
- 28. Don’t stop your test too early
- 29. Review & Iterate #MEASUREFEST Segment your data!!! Statistical significance http://abtestguide.com/calc/ Re-test What did you learn?
- 30. Observe Your customers Review & Iterate Brainstorm A/BTesting #MEASUREFEST
- 31. Need inspiration for your A/B Testing? LOOK AT YOUR DATA #MEASUREFEST
- 32. Interested in more Conversion Optimisation stuff? Get the slides, resources and more http://bit.ly/ digitaltonicmeasurefest #MEASUREFEST Follow me on twitter : @digital_tonic Drop me a line : manuel@digital-tonic.co.uk