This webinar covered how to conduct A/B testing on mobile apps to address challenges like high user drop-off rates. It discussed setting up mobile experiments in Optimizely by making variations, setting audiences and traffic allocation, goals, and testing. Integrating A/B testing into the development process was also covered, with best practices like planning tests in sprints and using phased rollouts. The webinar aimed to explain how to set up and analyze mobile experiments to validate new features and improve key metrics.
1. Mobile Walkthrough:
From 0 to Experiment
Pamela Ongchin
Mobile Solutions Architect
An Optimizely Online Workshop
2. A few tips:
This webinar will be recorded.
We strongly encourage you to take notes!
Feel free to ask questions at any time.
There will be a live Q&A at the end of this session.
3. 1. What are the biggest challenges in mobile app
development? How can I address these with experiments?
2. How do I set up an Optimizely mobile experiment?
3. How does A/B testing integrate with my development
process?
4. What are best practices when designing experiments?
After today’s workshop, you should be able to answer the
following questions
9. The top apps follow the same pattern
Source: Andrew Chen’s blog, http://andrewchen.co/
10. It’s difficult to keep users engaged
80% of new users drop off
validate new features
It’s difficult to be agile …
high technical demands
slow release process
one-star reviews
Common pain points:
11. • Measure the effectiveness of new features.
• Make data-driven decisions on what to build next based on test
results.
• Develop experiences that retain users and extend lifetime value.
A/B testing can help you
become more agile
12.
13. The stylist and customer were
43% more likely to connect and
ship a trunk of clothing, a key
step in Trunk Club’s customer
conversion funnel
Due to higher quality of leads
from the app, stylist productivity
improved 90%
No credit card required Credit card required
14. Okay, so A/B testing can help me be more agile.
What should I test?
15. What is the one key business metric that
matters most for your app?
Revenue
Signups
Engagement
poll
18. 1. Onboarding
2. Product detail screens
3. Promotions and upsell
4. Homescreen
5. Registration flow and checkout flow
Top 5 areas Optimizely mobile
customers are testing
19. 1. Onboarding (show value, engagement)
2. Product detail screens
3. Promotions and upsell
4. Homescreen
5. Registration flow and checkout flow
Top 5 areas Optimizely mobile
customers are testing
20.
21. Secret Escapes Optimizes Acquisition
• Goal: Looking to optimize
LTV, sign up rates, and
justify mobile ad spend
• Experiment: Should the
app require users to sign
up in order to view travel
deals?
22. Experiment Setup
Version 1 Version 2
Sign up gate with
mandatory sign in on
first user experience
Sign up not required,
added a “skip”
button to close the
sign up form
23. Results
• Defying all expectations, a
mandatory signup gate was by
far the optimal experience
• Sign up rates increased 200%,
LTV average increased, and
LTV:CAC ratio was positive
24. 1. Onboarding (show value, engagement)
2. Product detail screens
3. Promotions and upsell
4. Homescreen
5. Registration flow and checkout flow
Top 5 areas Optimizely mobile
customers are testing
26. 1. Onboarding (show value, engagement)
2. Product detail screens
3. Promotions and upsell
4. Homescreen
5. Registration flow and checkout flow
Top 5 areas Optimizely mobile
customers are testing
28. 1. Onboarding (show value, engagement)
2. Product detail screens
3. Promotions and upsell
4. Homescreen
5. Registration flow and checkout flow
Top 5 areas Optimizely mobile
customers are testing
30. 1. Onboarding (show value, engagement)
2. Product detail screens
3. Promotions and upsell
4. Homescreen
5. Registration flow and checkout flow
Top 5 areas Optimizely mobile
customers are testing
32. 1. Onboarding (first value, engagement)
2. Product detail screens
3. Promotions and upsell
4. Homescreen
5. Registration flow and checkout flow
Top 5 areas Optimizely mobile
customers are testing
33. 1. What are the biggest challenges in mobile app
development? How can I address these with experiments?
2. How do I set up an Optimizely mobile experiment?
3. How does A/B testing integrate with my development
process?
4. What are best practices when designing experiments?
After today’s workshop, you should be able to answer the
following questions
35. Make the Variations
What to test?
Set Audiences
Who sees the experiment?
Set Traffic Allocation
How many visitors are included? How are they split?
1
2
3
Set Goals
Why are you testing? How will you measure success?
4
Preview & Test
Does it work the way you want to?
4
5 Key Steps
5
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46.
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48.
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50.
51.
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53.
54. Make the Variations
What to test?
Set Audiences
Who sees the experiment?
Set Traffic Allocation
How many visitors are included? How are they split?
1
2
3
Set Goals
Why are you testing? How will you measure success?
4
Preview & Test
Does it work the way you want to?
5
5 Key Steps
55.
56.
57.
58.
59. Make the Variations
What to test?
Set Audiences
Who sees the experiment?
Set Traffic Allocation
How many visitors are included? How are they split?
1
2
3
Set Goals
Why are you testing? How will you measure success?
4
Preview & Test
Does it work the way you want to?
4
5 Key Steps
5
60.
61. Make the Variations
What to test?
Set Audiences
Who sees the experiment?
Set Traffic Allocation
How many visitors are included? How are they split?
1
2
3
Set Goals
Why are you testing? How will you measure success?
4
Preview & Test
Does it work the way you want to?
4
5 Key Steps
5
62.
63.
64.
65. Make the Variations
What to test?
Set Audiences
Who sees the experiment?
Set Traffic Allocation
How many visitors are included? How are they split?
1
2
3
Set Goals
Why are you testing? How will you measure success?
4
Preview & Test
Does it work the way you want to?
4
5 Key Steps
5
66.
67. Make the Variations
What to test?
Set Audiences
Who sees the experiment?
Set Traffic Allocation
How many visitors are included? How are they split?
1
2
3
Set Goals
Why are you testing? How will you measure success?
4
Preview & Test
Does it work the way you want to?
4
5 Key Steps
5
68. 1. What are the biggest challenges in mobile app
development? How can I address these with experiments?
2. How do I set up an Optimizely mobile experiment?
3. How does A/B testing integrate with my development
process?
4. What are best practices when designing experiments?
After today’s workshop, you should be able to answer the
following questions
77. 1. What are the biggest challenges in mobile app
development? How can I address these with experiments?
2. How do I set up an Optimizely mobile experiment?
3. How does A/B testing integrate with my development
process?
4. What are best practices when designing experiments?
After today’s workshop, you should be able to answer the
following questions
78. • Know what tests you want to run at the beginning of
your sprint.
• Have a developer involved in the process.
• Use phased rollouts for new features.
• Use live variables and code blocks.
• Integrate Optimizely with your analytics platforms.
Best Practices
80. If the Optimizely SDK is installed, you can
make visual changes to your app in between
releases without additional code.
True
False
poll
81. If the Optimizely SDK is installed, you can
make visual changes to your app in between
releases without additional code.
True
poll
82. If I want to test an entirely new feature in my
app, I need to get my developer involved.
True
False
poll
83. If I want to test an entirely new feature in my
app, I need to get my developer involved.
True
poll
84. Use A/B to validate new features.
A/B testing is a huge opportunity to improve
metrics in your app.
Once your SDK is installed (by your developer),
you’ll be able to make visual changes without
additional code. Testing new features requires
developer involvement.
Final Takeaways