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Ole Gregersen om segmentering i splittest (fra WAW sept. 2013)
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Ole Gregersen om segmentering i splittest (fra WAW sept. 2013)

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Ole Gregersens oplæg om segmentering i splittest, fra Web Analytics Wednesday, september 2013.

Ole Gregersens oplæg om segmentering i splittest, fra Web Analytics Wednesday, september 2013.

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  • 1. Sutter din split-test? Web Analytics Wednesday Ole Gregersen 1
  • 2. 2
  • 3. Kan du stole du på resultatet af din split-test? 3
  • 4. ”Jaja, der er 99,9% statistisk signifikans masser af trafik og konverteringer!” 4
  • 5. Ja, men hvad var det du målte? 5
  • 6. Optimeringsproces Læser blog AA Drømmer Om +145% Tester noget Gør som i bloggen 6
  • 7. Optimeringsproces Analyse AA Hypotese Test Design 7
  • 8. Analyse • Kvalitativ dataindsamling – Fx brugertest, interview, fokusgrupper • Kvantitativ dataindsamling – Fx web analytics 8
  • 9. Fællesnævner? SEGMENTERI NG 9
  • 10. Problem? Dårligt styr på segmenterne Når vi når frem til split-testen 10
  • 11. Din trafik handler forskelligt 11
  • 12. Bare et aspekt MOTIVATION 12
  • 13. Motivation Simplicity factors: - Time - Money - Effort - Brain cycles - Social-deviance - Non-routine 13
  • 14. Simpsons Paradox Variation Besøgende Konverteringer Konverteringsra te Kontrol 4974 611 12.2% Variation 5026 511 10.1% Segment Variation Besøgende Konverteringer Konverteringsrate Facebook Kontrol 1991 64 3.2% Organisk Kontrol 2983 547 18.3% Facebook Variation 2977 129 4.3% Organisk Variation 2049 382 18.6% Wikipedia: Simpson’s paradox 14
  • 15. vudlab.com/simpsons/ 15
  • 16. Flip? 16
  • 17. ERGO 17
  • 18. Kend dine segmenter Segmentér dine test og dine resultater 18
  • 19. TAK Især til segmentet ”Aktivt lyttende” 19
  • 20. Ole Gregersen www.oleg.dk @OlegUsability 20

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