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Optimizely: A/B testing

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  • 1. AB Testing
  • 2. AB Testing? +17.1% $ per visitor
  • 3. 2008
  • 4. Lesson #1 Define Quantifiable Success Metrics
  • 5. visitors per day Visit sign up rate $ per recipient Email $
  • 6. Optimizely visitors per day Visit sign up rate $ per recipient Email $
  • 7. Media Button
  • 8. Button Media 1. Sign up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
  • 9. Button: “Sign Up”
  • 10. Button: “Learn More”
  • 11. Button: “Join Us Now”
  • 12. Button: “Sign Up Now”
  • 13. Button Media 1. Sign up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
  • 14. Media: “Get Involved”
  • 15. Media: “Fam ily”
  • 16. Media: “Change”
  • 17. Media: “Change” Media: “Barack’s Video”
  • 18. Media: “Change” Media: “Springfield Video”
  • 19. Media: “Change” Media: “Sam’s Video”
  • 20. And the Winner Was… Button Media 1. Sign up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 4. Sign Up Now ?????? ????? 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video ?????? ?????
  • 21. And the Winner Was… Button Media 1. Sign up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s Video
  • 22. And the Winner Was…
  • 23. What Did That Mean? Original Email Subscription s 7,120,000 +40.6% +2,880,000 288,000 +$57,000,000 New 10,000,000 10,000 $200,000,000 Volunteers Amount Raised 712,000 $143,000,000
  • 24. Lesson #1 Define Quantifiable Success Metrics
  • 25. Lesson #2 Less Is More
  • 26. Vs +8% Engagement
  • 27. +15% Conversion Rate +10% $ per visitor
  • 28. +16.8% $ per visitor
  • 29. Lesson #2 Less Is More
  • 30. Lesson #3 Words Matter Focus on Your Call to Action
  • 31. Vs +15.75% $ per visitor
  • 32. Never Signed Signed Up, Up Never Donated 0.0% 0.0% Previously Donated 0.0% +2.3% +27.8% +16.3% -27.8% N/A N/A +15.2% -24.6% +11.9% +8.5% +2.9% +18.4%
  • 33. Vs +14.6% Clicks
  • 34. Lesson #3 Words Matter Focus on Your Call to Action
  • 35. Lesson #4 Fail Fast
  • 36. Vs -92.3% Video Clicks
  • 37. Vs -10% Conversion Value
  • 38. Lesson #4 Fail Fast
  • 39. Lesson #5 Seek the Global Maximum
  • 40. +600% Engagement
  • 41. “This new interface is just awful” +0.5% Retention +1.4% Engagement
  • 42. Vs +49% Conversion Rate from 240 A/B Tests
  • 43. Lesson #5 Seek the Global Maximum
  • 44. Lesson #6 Start Today
  • 45. Optimizely for Magento
  • 46. Lessons Learned 1. 2. 3. 4. 5. 6. Define Quantifiable Success Metrics Less is More Words Matter Fail Fast Seek The Global Maximum Start Today
  • 47. Happy Testing!

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