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Ektron Synergy: Fail Faster with Multivariate Testing
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Ektron Synergy: Fail Faster with Multivariate Testing

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My presentation on multivariate testing from Ektron Synergy 2010.

My presentation on multivariate testing from Ektron Synergy 2010.

Published in: Technology, Education

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  • a result is called statistically significant if it is unlikely to have occurred by chance.
  • Enrico Fermi (29 September 1901 – 28 November 1954) was an Italian physicist, particularly remembered for his work on the development of the first nuclear reactor, and for his contributions to the development of quantum theory, nuclear and particle physics, and statistical mechanics.
  • The is no such thing as a best practice for every site. Your site is unique and what works for someone elses site might not work for your site.
  • a result is called statistically significant if it is unlikely to have occurred by chance.
  • a result is called statistically significant if it is unlikely to have occurred by chance.
  • a result is called statistically significant if it is unlikely to have occurred by chance.
  • Transcript

    • 1. Fail Faster with Multivariate Testing
      Tom Wentworth| VP, Web Solutions | @twentworth12
    • 2. In this session, you’ll learn:
      The Importance of website testing
      The difference between A|B and multivariate testing
      Testing best practices
      Creating A|B and multivariate Tests in Ektron
    • 3. Optimize Landing Pages with Website Testing
      Test copy, images, pricing, call to action, layout
      Track Revenue, Leads, Subscriptions, Registrations, Donations
      A|B vs. Multivariate
    • 4. When to use A|B vs. Multivariate
    • 5. A|B Testing
      Test Broader Page Concepts
      “Low Hanging Fruit”
      Lower Traffic Requirements
      Difficult to Control External Factors
      Multivariate Testing
      More Learning
      More Complexity, Planning, Traffic
    • 6. Starting with A|B Testing
      B
      A
      (Winner: A – 44% more Registrations)
    • 7. Evolve with Multivariate Testing
      E
      D
      B
      A
      C
    • 8. “There are two possible outcomes: if the result confirms the hypothesis, then you've made a measurement. If the result is contrary to the hypothesis, then you've made a discovery.”
      - Enrico Fermi
    • 9. A|B Testing at Take Charge America
      Challenger
      Champion
      38% - 4% over lift
    • 10.
    • 11. Landing Page Optimizationat Lloyds TSB
      Full range of banking and financial services
      5th largest bank in Europe
      Results:
      90% increase in visitors
      150% increase in leads
      30% increase in visitor to registered lead conversion rate
    • 12. Testing the Three C’s
      Content, Copy, Call-to-Action
    • 13. Testing the Three C’s
      Content
      Test Images, layout, forms, rich media, social widgets
      Copy
      Strong, Clear, Direct Headline
      Call To Action
      Be Specific, Obvious, and Singular
    • 14. Select the Right Pages to Test
      A single, specific and “easy to measure” goal
      A page with a poor conversion rate
      Enough conversions to test in a reasonable amount of time
    • 15. Know When to Hold Them…
      Resist the Temptation to End Early
    • 16. Don’t stop running a test too early or too late
      Too early risks promoting the wrong version
      Too late wastes time that could be spent on new tests
    • 17. Rinse. Lather. Repeat
      Drive a culture of continuous Improvement
    • 18. Design for Continuous Improvement
    • 19. Building your FirstMultivariate Experiment in Ektron(Demo)
    • 20. br />“Continuous Improvement is Better than Delayed Perfection”
      - Mark Twain
    • 21. Additional Resources
      Ektron Whitepaper – Fail Faster with Multivariate Testing
      http://www.ektron.com/literature/whitepapers/fail_faster_with_multivariate_testing.pdf
      Sample Size Estimation Tool
      http://www.websharedesign.com/tools/sample-size-estimation-tool/
      Tim Ash “Seven Deadly Sins of Landing Page Design” Webinar
      http://www.youtube.com/watch?v=erdEZvOq6wo
      Occam’s Razor Blog by AvinashKaushik
      http://www.kaushik.net/avinash/