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A/B Test
- 1. A/B TEST IN GOD WE TRUST OTHERS MUST BRING DATA
- 2. GLOBO.COM
- 3. BOOKING.COM
- 6. BASICS
- 7. ORIGIN AT GOOGLE AROUND 2000 USED TO SET OPTIMAL NUMBER ON SEARCH RESULTS
- 8. BASICS DEFINITION A WAY TO TEST YOUR PAGE AGAINST THE CURRENT DESIGN AND DETERMINE WHICH ONES PRODUCES POSITIVE RESULTS
- 9. B FLIP COIN A BASICS
- 10. HiPPO HIGHEST PAID PERSON OPINION
- 11. I THINK I KNOW
- 12. BASICS TEST CASUAL RELATIONSHIP INSULATE EXTERNAL FACTORS STANDARD FDA DRUG TEST
- 14. CORRELATION / CAUSALITY EXAMPLE 1 AS İCE CREAM SALES İNCREASE, THE RATE OF DROWNİNG DEATHS İNCREASES SHARPLY. THEREFORE, İCE CREAM CONSUMPTİON CAUSES DROWNİNG. HTTP://EN.WİKİPEDİA.ORG/WİKİ/CORRELATİON_DOES_NOT_İMPLY_CAUSATİON
- 15. CORRELATION / CAUSALITY CAUSALITY CAUSALITY CORRELATION
- 16. CORRELATION / CAUSALITY EXAMPLE 2 PALM SİZE CORRELATES WİTH YOUR LİFE EXPECTANCY. THE LARGER YOUR PALM, THE LESS YOU WİLL LİVE, ON AVERAGE.
- 17. CORRELATION / CAUSALITY CORRELATION WOMEN HAVE SMALLER PALMS AND LİVE 6 YEARS LONGER ON AVERAGE
- 18. CONVERSION
- 19. CONVERSION DEFINITION THE POINT AT WHICH A USER TAKES THE DESIRED ACTION
- 20. CONVERSION FOR E-COMMERCE •COMPLETED PURCHASES •PRODUCT PAGE VIEW
- 21. CONVERSION FOR MEDIA •PAGE VIEW •ARTICLES READ
- 22. CONVERSION FOR DONATION •FORM COMPLETION
- 23. CASES
- 24. YOU ARE THE HiPPO
- 25. 1 2 3 4 5 6 MSN REAL STATE HTTP://Aİ.STANFORD.EDU/~RONNYK/EXPTHİNKWEEK2009PUBLİC.PDF
- 26. 6 MSN REAL STATE ↑9.7% HTTP://Aİİ.STANFORD.EDU/~RONNYK/EXPTHİİNKWEEK2009PUBLİİC.PDF
- 27. MSN HOME PAGE SEARCH BOX 1 2 HTTP://DL.ACM.ORG/CİTATİON.CFM?İD=1281295&CFID=431848911&CFTOKEN=49176768
- 28. MSN HOME PAGE SEARCH BOX NEUTRAL RESULT 1 2 HTTP://DL.ACM.ORG/CİTATİON.CFM?İD=1281295&CFID=431848911&CFTOKEN=49176768
- 29. MICROSOFT OFFICE ONLINE STORE 1 HTTP://WWW.EXP-PLATFORM.COM/DOCUMENTS/EXP_DMCASESTUDİES.PDF
- 30. MICROSOFT OFFICE ONLINE STORE 2 HTTP://WWW.EXP-PLATFORM.COM/DOCUMENTS/EXP_DMCASESTUDİES.PDF
- 31. MICROSOFT OFFICE ONLINE STORE ↓64% 2 HTTP://WWW.EXP-PLATFORM.COM/DOCUMENTS/EXP_DMCASESTUDİES.PDF
- 32. SAFESOFT SOLUTIONS 1 2 HTTPS://VWO.COM/BLOG/PROMİNENT-PRİCE-DİSPLAY-İNCREASES-LEADS-GENERATED-BY-100/
- 33. 2 SAFESOFT SOLUTIONS ↑100% HTTPS://VWO.COM/BLOG/PROMİNENT-PRİCE-DİSPLAY-İNCREASES-LEADS-GENERATED-BY-100/
- 37. HIGHRISE HTTPS://SİGNALVNOİSE.COM/POSTS/2991-BEHİND-THE-SCENES-AB-TESTİNG-PART-3-FİNAL ↑102.5% 2
- 39. HIGHRISE ↓22.72% HTTPS://SİGNALVNOİSE.COM/POSTS/2991-BEHİND-THE-SCENES-AB-TESTİNG-PART-3-FİNAL 3
- 41. HIGHRISE HTTPS://SİGNALVNOİSE.COM/POSTS/2991-BEHİND-THE-SCENES-AB-TESTİNG-PART-3-FİNAL ↑4.78% ↑2.2% ↑3.49% ↓3.38% ↓0.8%
- 42. REFINEMENT / EXPLORATION HTTP://İNSİDEİNTERCOM.İO/WİREFRAMİNG-FOR-WEB-APPS/
- 45. NETFLIX HTTP://BLOG.OPTİMİZELY.COM/2014/08/14/2-ALEXA-500-SİTE-REDESİGNS-THAT-SHOULD-İNSPİRE-YOU-TO-AB-TEST/ JUNE 2011 NEW DESIGN WAS ROLLED OUT FOR 100% OF USERS
- 46. NETFLIX HTTP://BLOG.OPTİMİZELY.COM/2014/08/14/2-ALEXA-500-SİTE-REDESİGNS-THAT-SHOULD-İNSPİRE-YOU-TO-AB-TEST/ PPL WENT MAD
- 47. NETFLIX HTTP://BLOG.OPTİMİZELY.COM/2014/08/14/2-ALEXA-500-SİTE-REDESİGNS-THAT-SHOULD-İNSPİRE-YOU-TO-AB-TEST/ DATA DON’T LIE ↑ RETENTION ↑ ENGAGEMENT
- 48. NETFLIX HTTP://BLOG.OPTİMİZELY.COM/2014/08/14/2-ALEXA-500-SİTE-REDESİGNS-THAT-SHOULD-İNSPİRE-YOU-TO-AB-TEST/ “WHAT PEOPLE SAY AND WHAT THEY DO ARE RARELY THE SAME.” — BRYAN GUMM
- 49. LIVECHAT DAN SİROKER & PETE KOOMEN. “A/B TESTİNG.” 1 2
- 50. LIVECHAT DAN SİROKER & PETE KOOMEN. “A/B TESTİNG.” 2 ↑14.6%
- 52. FRAMING EFFECT HTTP://EN.WİKİPEDİA.ORG/WİKİ/FRAMİNG_EFFECT_(PSYCHOLOGY) DEFINITION AN EXAMPLE OF COGNİTİVE BİAS, İN WHİCH PEOPLE REACT TO A PARTİCULAR CHOİCE İN DİFFERENT WAYS DEPENDİNG ON WHETHER İT İS PRESENTED AS A LOSS OR AS A GAİN
- 53. FRAMING EFFECT HTTP://EN.WİKİPEDİA.ORG/WİKİ/FRAMİNG_EFFECT_(PSYCHOLOGY) EXAMPLE 1 PARTİCİPANTS WERE ASKED TO CHOOSE BETWEEN TWO TREATMENTS FOR 600 PEOPLE AFFECTED BY A DEADLY DİSEASE
- 54. FRAMING EFFECT HTTP://EN.WİKİPEDİA.ORG/WİKİ/FRAMİNG_EFFECT_(PSYCHOLOGY) RESEARCH TREATMENT A WAS PREDİCTED TO RESULT İN 400 DEATHS, WHEREAS TREATMENT B HAD A 33% CHANCE THAT NO ONE WOULD DİE BUT A 66% CHANCE THAT EVERYONE WOULD DİE
- 55. FRAMING EFFECT HTTP://EN.WİKİPEDİA.ORG/WİKİ/FRAMİNG_EFFECT_(PSYCHOLOGY) POSITIVE FRAMING TRATEMENT A SAVES 200 LİVES TRATEMENT B A 33% CHANCE OF SAVİNG ALL 600 PEOPLE, 66% POSSİBİLİTY OF SAVİNG NO ONE
- 56. FRAMING EFFECT HTTP://EN.WİKİPEDİA.ORG/WİKİ/FRAMİNG_EFFECT_(PSYCHOLOGY) NEGATIVE FRAMING TRATEMENT A 400 PEOPLE WİLL DİE TRATEMENT B A 33% CHANCE THAT NO PEOPLE WİLL DİE, 66% PROBABİLİTY THAT ALL 600 WİLL DİE
- 57. FRAMING EFFECT HTTP://EN.WİKİPEDİA.ORG/WİKİ/FRAMİNG_EFFECT_(PSYCHOLOGY) TRATMENT A CHOSEN BY 72% WHEN PRESENTED WİTH POSİTİVE FRAMİNG CHOSEN BY 22% WHEN PRESENTED WİTH NEGATIVE FRAMİNG
- 60. SUMMARY
- 61. SUMMARY DON’T BELIEVE THE GURUS WHAT WORKS FOR “EVERYBODY” MAY NOT WORK FOR YOU
- 62. SUMMARY DON’T BELIEVE THE HiPPO HiPPO DON’T THINK. THEY USED TO. YOU ARE BEING PAID TO DO IT
- 63. SUMMARY DON’T BELIEVE IN YOU YOU DON’T KNOW WHAT CONSUMER WANTS. YOU JUST HAVE HYPOTESHIS
- 64. SUMMARY BELIEVE IN DATA IT NEVER LIES
- 65. SUMMARY BE OPEN TO CHANGE EXPERIMENT OFTEN, FAIL FAST, BELIEVE IN DATA
- 66. THE MOST IMPORTANT SLIDE EVER TEST EVERYTHING
- 67. @ ME@CAIOGONDIM.COM CAIOGONDIM.COM @CAIO_GONDIM CONTACT