23rd February, 2011 (19:00 – 22:00) <br />Support by:<br />Sponsor by:<br />Partnership with:<br />
Agenda<br />19:00 – 19:30 Reception Open<br />19:30 – 19:45 Update on Web Analytics Wednesday<br />19:45 – 20:45 Site Opti...
Hong Kong Web Analytics Wednesday<br />TWITTER HASH TAG<br />#HKWAW<br />
Site Optimisation Methodology<br />
A/B Testing<br />What is A/B Testing?<br /><ul><li>It is not marketing buzz words
Understand your visitor behavior
Increase conversion rate</li></ul>Why it not widely adopt?<br /><ul><li>It is not as common like other optimisation such a...
Lack of user awareness as it commonly misunderstand
Not completely understand how it benefit to business</li></li></ul><li>A/B Testing<br />50 Visitors<br />A/B testing is ex...
A/B Testing<br />A/B testing on the Web is similar<br />You have two designs of a website: <br /><ul><li>A and B.
A is the existing design
B is the new design. </li></ul>You divide your website traffic between the two versions and measure their performance usin...
A/B Testing – Where to Start<br />It depends on your goal. You must set a clear objective on what to test.<br />For exampl...
Types of fields in the form
Display of privacy policy</li></ul>The goal of A/B testing in this case is to figure out what prevents visitors from signi...
Are visitors concerned about privacy?
Does the website do a bad job of convincing visitors to sign up? </li></li></ul><li>A/B Testing – How to Start<br />Most o...
Headline or product description
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Hong Kong Web Analytics Wednesday #10

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As many people have been asking how to optimise and conduct effective testing, we will be covering site optimisation this month. We will be cover the best practices as well as tools that can be use for A/B testing and Multivariate Testing

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Hong Kong Web Analytics Wednesday #10

  1. 1. 23rd February, 2011 (19:00 – 22:00) <br />Support by:<br />Sponsor by:<br />Partnership with:<br />
  2. 2. Agenda<br />19:00 – 19:30 Reception Open<br />19:30 – 19:45 Update on Web Analytics Wednesday<br />19:45 – 20:45 Site Optimisation Methodology<br />20:45 – 21:15 Q&A<br />21:15 – 22:00 Networking<br />
  3. 3. Hong Kong Web Analytics Wednesday<br />TWITTER HASH TAG<br />#HKWAW<br />
  4. 4. Site Optimisation Methodology<br />
  5. 5. A/B Testing<br />What is A/B Testing?<br /><ul><li>It is not marketing buzz words
  6. 6. Understand your visitor behavior
  7. 7. Increase conversion rate</li></ul>Why it not widely adopt?<br /><ul><li>It is not as common like other optimisation such as usability
  8. 8. Lack of user awareness as it commonly misunderstand
  9. 9. Not completely understand how it benefit to business</li></li></ul><li>A/B Testing<br />50 Visitors<br />A/B testing is exactly what it sounds like: you have two versions of an element (A and B) and a metric that defines success. To determine which version is better, you subject both versions to experimentation simultaneously. <br />In the end, you measure which version was more successful and select that version for real-world use<br />Conversion %<br />A<br />Goal<br />Random<br />B<br />100 Visitors<br />50 Visitors<br />
  10. 10. A/B Testing<br />A/B testing on the Web is similar<br />You have two designs of a website: <br /><ul><li>A and B.
  11. 11. A is the existing design
  12. 12. B is the new design. </li></ul>You divide your website traffic between the two versions and measure their performance using metrics that you define as your business objective (conversion rate, sales, bounce rate, etc.)<br />
  13. 13. A/B Testing – Where to Start<br />It depends on your goal. You must set a clear objective on what to test.<br />For example, if your goal is to increase the number of sign-ups, then you might test the following:<br /><ul><li>Length of the sign-up form
  14. 14. Types of fields in the form
  15. 15. Display of privacy policy</li></ul>The goal of A/B testing in this case is to figure out what prevents visitors from signing up. <br /><ul><li>Is the form’s length intimidating?
  16. 16. Are visitors concerned about privacy?
  17. 17. Does the website do a bad job of convincing visitors to sign up? </li></li></ul><li>A/B Testing – How to Start<br />Most of the A/B testing is unique, but certain elements are usually tested:<br /><ul><li>The call to action’s (i.e. the button’s) wording, size, color and placement
  18. 18. Headline or product description
  19. 19. Form’s length and types of fields
  20. 20. Layout and style of website
  21. 21. Product pricing and promotional offers,
  22. 22. Images on landing and product pages,
  23. 23. Amount of text on the page(short vs. long).</li></li></ul><li>A/B Testing – Your 1st Test<br />You can set up an A/B test in one of two ways:<br /><ul><li>Replace the element If you are testing a single element on a Web page, the sign-up button, then you’ll need to create variations of that button in your testing tool.
  24. 24. Redirect to another pageIf you want to A/B test an entire page, a blue theme vs. a green theme, then you’ll need to create and upload a new page on your website. </li></li></ul><li>A/B Testing – Best Practices<br /><ul><li>Know how long to run a test before giving up
  25. 25. Show repeat visitors the same variations
  26. 26. Make your A/B test consistent
  27. 27. Do many A/B tests and don’t get disappointed</li></ul>An A/B test can have only three outcomes: <br /><ul><li>No result
  28. 28. Negative result
  29. 29. Positive result.</li></ul>The key to optimizing conversion rates is to do a number of A/B tests, so that all positive results add up to achieve your goals.<br />
  30. 30. A/B Testing – Best Practices<br /><ul><li>Always test both versions simultaneously.
  31. 31. Don’t conclude too early.
  32. 32. Don’t surprise regular visitors.
  33. 33. Don’t let your gut feeling overrule test results. </li></ul>The winners in A/B tests are often surprising or unintuitive. <br />Your goal with the test is a better conversion rate, so don’t reject the results because of your personal judgment.<br />
  34. 34. A/B Testing Sample<br />
  35. 35. A/B Testing Sample<br />
  36. 36. A/B Testing Sample<br />
  37. 37. Tools For A/B Testing<br />There are number of tools are available for A/B testing, with different focuses, price points and feature sets. Here are some:<br /><ul><li>Google Website Optimizer
  38. 38. Visual Website Optimizer
  39. 39. Performable
  40. 40. SiteSpect
  41. 41. Webtrends Optimize
  42. 42. Omniture’sTest&Target</li></li></ul><li>Hong Kong Wed Analytics Wednesday<br />Facebook– Fan Pagehttp://www.facebook.com/hkwebanalytics<br />Twitter http://twitter.com/hkwebanalytics<br />LinkedInhttp://www.linkedin.com/groups?gid=2509558<br />FriendFeedhttp://friendfeed.com/hongkongwebanalytics<br />RSShttp://www.hongkongwebanalytics.com/feed/<br />Emailadmin@hongkongwebanalytics.com<br />
  43. 43. Questions & Answers<br />

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