A/B Testing for Apps (Coca-Cola Mobile Innovation Workshop)

•

2 likes•1,978 views

Zac Aghion

Business Technology

A/B Testing for Apps
How I Learned to Stop Worrying and Love
Data-Driven Decisions

Prepared for:
Coca-Cola Mobile Innovation Workshop
September 24-26, 2013
Shanghai, China

A/B Testing for Apps

User Base

Publish two different versions
of your app...
50% sees version A

...and see which one is driving
desirable user behavior.

50% sees version B

Which Version Won?
Version A

Version B

Source: WhichTestWon

Version B: 114% Improvement

✗

Version A

Version B

Marketer’s Surprise: ‘FREE’ Loses

✔

Multivariate Testing

• Every screen has X components (ex: Marilyn’s hair)
• For each, we can test Y variations (ex.: Green)
• In total, we have [Y1 x Y2 x Y3] combinations

How Obama Raised $60 Million

Source: Optimizely

And the Winner is...
+40%
increase in conversion
rate

2.9 million
additional donators

$60 million
value of additional
donations

Obamalytics
• Original Conversion Rate:
• New Conversion Rate:

8.3%
11.6%

• 10 million signups from New Version would have been
7.12 million signups with the Original Version
• +2.88 million additional signups
• $21 average donation per signup
• Approximately $60 million in additional donations

Testing to
Increase Virality
Headline
Call to Action
Workﬂow

Data-Driven App Marketing
• App marketing and analytics is in early stages
• App stores are opaque, approval processes slow down
iteration cycles
•

Few options for making decisions
• HiPPO: Highest Paid Person’s Opinion
• IHOP: In-House Optimization

• Scalable, reliable app measurement tools are emerging

Thank You!

www.splitforce.com
For more information:
Zac Aghion, CEO & Co-Founder
zac@splitforce.com
China: (+86)1592-1631-924
USA: (+1)617-750-6684

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A/B Testing for Apps (Coca-Cola Mobile Innovation Workshop)

1. A/B Testing for Apps How I Learned to Stop Worrying and Love Data-Driven Decisions Prepared for: Coca-Cola Mobile Innovation Workshop September 24-26, 2013 Shanghai, China A/B Testing for Apps

2. User Base Publish two different versions of your app... 50% sees version A ...and see which one is driving desirable user behavior. 50% sees version B

3. Which Version Won? Version A Version B Source: WhichTestWon

4. Version B: 114% Improvement ✗ Version A Version B Marketer’s Surprise: ‘FREE’ Loses ✔

5. Multivariate Testing • Every screen has X components (ex: Marilyn’s hair) • For each, we can test Y variations (ex.: Green) • In total, we have [Y1 x Y2 x Y3] combinations

6. How Obama Raised $60 Million Source: Optimizely

7. Four Button Variations

8. Six Media Variations

9. 24 Combinations!

10. And the Winner is... +40% increase in conversion rate 2.9 million additional donators $60 million value of additional donations

11. Obamalytics • Original Conversion Rate: • New Conversion Rate: 8.3% 11.6% • 10 million signups from New Version would have been 7.12 million signups with the Original Version • +2.88 million additional signups • $21 average donation per signup • Approximately $60 million in additional donations

12. Testing to Increase Virality Headline Call to Action Workﬂow

13. Data-Driven App Marketing • App marketing and analytics is in early stages • App stores are opaque, approval processes slow down iteration cycles • Few options for making decisions • HiPPO: Highest Paid Person’s Opinion • IHOP: In-House Optimization • Scalable, reliable app measurement tools are emerging

14. Thank You! www.splitforce.com For more information: Zac Aghion, CEO & Co-Founder zac@splitforce.com China: (+86)1592-1631-924 USA: (+1)617-750-6684

A/B Testing for Apps (Coca-Cola Mobile Innovation Workshop)

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