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A/B Tests for 6 Stages of Your Company's Growth
 

A/B Tests for 6 Stages of Your Company's Growth

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Dan McGaw - KISSmetrics - @danielmcgaw ! Dan is the Director of Marketing at KISSmetrics, where he get’s the opportunity to help the best marketers in the world measures their marketing and business ...

Dan McGaw - KISSmetrics - @danielmcgaw ! Dan is the Director of Marketing at KISSmetrics, where he get’s the opportunity to help the best marketers in the world measures their marketing and business efforts. Prior to KISSmetrics, Dan was VP of growth at Code School, where he helped the company grow to over 500k users and $400k+ in monthly revenue. Brendan O’Rourke - Optimizely - @optimizely ! Brendan is an Enterprise Solutions Engineer at Optimizely. He joined Optimizely two years ago, after realizing his dream of becoming an actuary was very... dry. He now spends his time helping enterprises like Microsoft, NBC Universal, and Yelp turn data into action through testing and conversion rate optimization.
Why A/B Tests Matter for Growth
… it’s all about the customers
“Just run an experiment.”
Stage 1: Testing Through Product
Early Customers 2
An Optimizely experiment: Pricing page circa 2012
Variation An Optimizely experiment:
Stage 2: Optimizing for Early Customers
Online Expansion 3
Where are my customers?
Analytics can help to determine where visitors are clicking and when they are dropping off What is my bounce rate?
Why do visitors come to my site? • What content is being added to my site? At what rate? • How do you expect visitors will navigate to the final conversion? Website Navigation:
Stage 3: Click Paths and Online Expansion Original An Optimizely Experiment:
An Optimizely Experiment: Variation
Variation = +20% traffic to blog +25% traffic to help center
Optimizely website circa 2012 An Optimizely Experiment:
Original Redesign An Optimizely Experiment:
Stage 4: A Pivotal Redesign Redesign = +28.3%
Segmenting Audiences 5
• Do you have a marketing program with many channels?
Example: Littopia Original SEM Landing Page Breadcrumb navigation Search fields Suggestions for similar resorts
Example: Littopia Variation SEM Landing Page No breadcrumb navigation Removed search fields No recommended resorts
Stage 5: Segmenting Audiences Example: Littopia Variation = +23.7%
New Markets 5
Stage 5: New Markets • What big initiatives are you tackling this year? • New marketing campaigns • Product launch • Mobile experience • Personalization • Internationalization • What role does your online marketing play? Optimization and Expansion
Product page Cart page Example: Veggie Tales
Product page Cart page Example: Veggie Tales
Step 6: New Markets Variation = +28.1%
1 Product Development 2 Early Revenue 3 Online Expansion Today, we’ve covered: 4 First Overhaul 5 Defining Audiences 6 Optimizing for Market Changes
But Wait, There Is More!
Measure All The Results Of Your Test
KISSmetrics A/B Test Report Measuring the first conversion is just part of the equation
KISSmetrics Funnel Report Make sure to evaluate the entire funnel when running and A/B Test
KISSmetrics Cohort Report All A/B tests affect your retention rates
Optimize for your customers … and always be testing

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    A/B Tests for 6 Stages of Your Company's Growth A/B Tests for 6 Stages of Your Company's Growth Presentation Transcript