Split testing vs personalisation: is there a winner?

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This presentation answers questions about whether split testing and personalisation could or should be separate practices, or whether they are inherently intertwined? It assesses the current state of shift from one-to-many digital experiences, toward many-to-many experiences, and asks: is this good?

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Split testing vs personalisation: is there a winner?

  1. 1. SPLIT TESTING VS. PERSONALISATION, IS THERE A WINNER? DUNCAN HEATH
  2. 2. Audience interest level vs. time first graph shown
  3. 3. Average best
  4. 4. Optimising your site with split testing will help you find an average best Optimising through personalisation will help you find the best for every one
  5. 5. Standard data available: • Geo-location • Traffic source • Device type With demographic data: • Age group • Gender • Interests User segmentation in Google Analytics
  6. 6. Segmenting your audience to show different content can be hugely valuable, and is a great stepping stone to personalisation
  7. 7. Personalisation is hugely powerful, but if you don’t spend time optimising the wider user experience through split testing, conversions will suffer
  8. 8. • When it gets creepy • When a brand loses it’s identity • When resources are a limiting factor When does personalisation become too much?
  9. 9. 3 Key Takeaways 1.) Split testing will optimise for the “average” user, but without segmentation and personalisation you’re missing out on revenue 2.) Relying on personalisation alone without split testing will result in the neglect of site elements you either can’t or shouldn’t personalise 3.) Personalisation, although massively powerful, has it’s optimal boundaries. More is not always better. 4.) Follow me on Twitter - @ConversionPerv

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