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

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

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