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A/B Testing in Big Companies

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A/B & Multivariate Testing is easy, right? Well actually, no, it's not, particularly in big companies where, in addition to the skillset you need to run effective testing, you'll need the ability to ...

A/B & Multivariate Testing is easy, right? Well actually, no, it's not, particularly in big companies where, in addition to the skillset you need to run effective testing, you'll need the ability to navigate blockers like risk aversion, politics and red tape.

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A/B Testing in Big Companies Presentation Transcript

  • 1. @laurenceveale www.iqcontent.com A/B & multivariate testing in big companies
  • 2. A/B & Multivariate Testing... Easy, right?
  • 3. Wrong!
  • 4. What’s so hard? • Complex CMS & code • Politics • Risk aversion • Red tape: Policies & procedures
  • 5. “Oh Fuck”
  • 6. New dog, old tricks
  • 7. What to test Ad copy Site content Email Radical design change (ab) Page elements (mvt)
  • 8. "The headline is the most important element. It is the telegram which decides the reader whether to read the copy"
  • 9. Buy now Add to cart Buy now Add to cart Buy now Add to cart Buy now Add to cart
  • 10. Call to action What’s around it (context & contrast) Predominant brand colours Size, shape Labels Buy now
  • 11. Where to test first Top entry pages with high bounce rates. Pages with good traffic and clear purpose & conversions Buy now
  • 12. Biggest loser, most dramatic results
  • 13. Where to test Checkout flow 2 3 € 1
  • 14. What to test Expectation - does the page people land on match the promise made?
  • 15. What to test Clarity of page purpose visual hierarchy, clarity and purpose of content
  • 16. What to test Urgency: are we influencing this? Buy now only 3 left
  • 17. What to test: trust
  • 18. What to test Distractions
  • 19. results are only as good as the hypothesis being (not opinions) tested
  • 20. 2 Forming an hypothesis?
  • 21. I’m on Twitter Follow me on twitter You should follow me on twitter You should follow me on twitter here.
  • 22. UX
  • 23. Getting all this done in a big company
  • 24. Getting all this done Find allies - motivated & enthusiastic (they’ll help you get stuff done)
  • 25. Getting all this done Include everyone who needs to be, don’t do sneaky AB (this gets buy-in)
  • 26. Getting all this done Start small (remember the Biggest Loser)
  • 27. Getting all this done Take time on designing the test (results are only as good as the hypothesis)
  • 28. Tell a good story Use the results to start a good story... (not just about this test, but about testing-driven optimisation)
  • 29. Give credit To everyone involved