What do your users want? Do you have a clue? Track your data and increase engagement - lessons by Netflix. Don't be short-sighted, try new experiences!
9. S O W H Y C A N ’ T I T R A C K M Y D ATA B E F O R E A N D
A F T E R I A D D F E AT U R E S ?
10. B O O K S A L E S O N M Y W E B S I T E
0
17.5
35
52.5
70
1 2 3 4 5 6 7 8
launched new feature
11.
12. W H AT A C T U A L LY H A P P E N E D
launched new feature
Oprah put my book in her book club
0
15
30
45
60
1 2 3 4 5 6 7 8
A B A B A B A B A B A B A B A B
13. W H AT A C T U A L LY H A P P E N E D
0
17.5
35
52.5
70
1 2 3 4 5 6 7 8
A B A B A B A B A B A B A B A B
started my a/b test
Oprah put my book in her book club
28. I F Y O U R E F I N E A 💩 E X P E R I E N C E V I A A / B
T E S T I N G , Y O U E N D U P W I T H A R E F I N E D
💩 E X P E R I E N C E
29. T RY E N T I R E LY N E W E X P E R I E N C E S T O O 💰
30. A / B T E S T S
• DO
• Verify hypothesis
• Indicate positive directions to go in
• Identify areas of consumer sensitivity
• Identify the key metrics you’re tracking (revenue versus sign-ups)
• DON’T
• Create your hypothesis after you have run the test
• Introduce your bias
• Assume that A/B testing will give you answers
31. D O N ’ T B E S H O R T- S I G H T E D
• Some tests may indicate positive short-term results but hide long-term
wins.
• e.g. SEO win versus monetization win
32. A D V I C E ?
• Simpler is almost always better
• Faster
• Less options and less choices
• Less friction
• Make choices you know most users will make; allow other users the
escape hatch*
33. A / B T E S T I N G H A R D PA R T S
• Be willing to throw work out
• Be willing to do ideas and features you don’t like
• Realize your consumers will tell you one thing but act another way
• Be willing to ignore the indication of the results
34. K E E P I N G Y O U WAT C H I N G H O U S E O F C A R D S ?
• We A/B test everything at Netflix. Every button, every layout, every
algorithm, every color. It’s all A/B tested to be the least friction possible.
• That keeps the interface intuitive and out of the way between you Frank
Underwood’s hostile Washington DC takeover.
35. H O W D O I A / B T E S T ?
• Open Source
• PlanOut (Facebook)
• SixPack (SeatGeek)
• Abba (Stripe)
• Proctor (Indeed)
36. H O W D O I A / B T E S T ?
• Commercial
• Optimizely
• Google Analytics Experiments
• KISSmetrics