Your SlideShare is downloading. ×
0
A/B & multivariate testing in big companies
@laurenceveale
www.iqcontent.com
A/B & Multivariate Testing...
Easy, right?
Wrong!
What’s so hard?
• Complex CMS & code
• Politics
• Risk aversion
• Red tape: Policies & procedures
“Oh Fuck”
New dog, old tricks
What to test
Ad copy
Site content
Email
Radical design change (ab)
Page elements (mvt)
"The headline is
the most important
element. It is the
telegram which
decides the reader
whether to read the
copy"
Buy now
Buy now
Buy now
Buy now
Add to cart
Add to cart
Add to cart
Add to cart
Call to action
What’s around it (context & contrast)
Predominant brand colours
Size, shape
Labels
Buy now
Where to test first
Top entry pages
with high bounce rates. Pages
with good traffic and clear
purpose & conversions
Buy now
Biggest loser,
most dramatic results
Where to test
Checkout flow
1 2
3 €
What to test
Expectation - does the
page people land on match
the promise made?
What to test
Clarity of page purpose
visual hierarchy, clarity and
purpose of content
What to test
Urgency: are we influencing
this?
Buy now only 3 left
What to test: trust
What to test
Distractions
results are only as
good as the
hypothesis being
tested
(not opinions)
Forming an
hypothesis?2
I’m on Twitter
Follow me on twitter
You should follow me on twitter
You should follow me on twitter here.
UX
Getting all this done
in a big company
Getting all this done
Find allies -
motivated &
enthusiastic
(they’ll help you get stuff done)
Getting all this done
Include everyone
who needs to be,
don’t do sneaky AB
(this gets buy-in)
Getting all this done
Start small
(remember the Biggest Loser)
Getting all this done
Take time on
designing the test
(results are only as good as the hypothesis)
Tell a good story
Use the results to
start a good story...
(not just about this test, but about testing-driven optimisatio...
Give credit
To everyone
involved
A/B Testing in Big Companies
A/B Testing in Big Companies
A/B Testing in Big Companies
Upcoming SlideShare
Loading in...5
×

A/B Testing in Big Companies

1,522

Published on

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.

1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total Views
1,522
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
15
Comments
1
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "A/B Testing in Big Companies"

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

    Clipping is a handy way to collect important slides you want to go back to later.

×