"Lessons learned from hundreds of A/B tests" Discover how A/B testing can help you improve your website's conversion. The objective is to go through certain good practices which will enable businesses to avoid some of the pitfalls encountered when implementing A/B testing. They are born out of the experiences, both positive and negative, that our clients have had when carrying out their testing.

1. Lessons learned
from hundreds of
A/B tests
Cornelia Seitz, AB Tasty

2. E-commerce Media AgenciesLeads
70
people
6 years
expertise
> 350 Premium
clients
1st French AB Testing/Personalization
solution*
*source :

3. How long do you think it takes
for digital marketers
to recover their investments
in conversion optimisation?

4. How about 3 weeks ?
+14%
click rate
-10%
bounce
rate

5. From testing to personalisation
Take a stairway to sucess
1. Define
hypothesis
2. Launch
test
3.
Analyse
results
4.
Personalise

6. Personalize your website
based on test results and customer segments
HP for Returning users HP for New users
+14%
registration
s

7. Identify critical pages
CHALLENGE
Large amout of users adding products to the
cart but dropping off and not finalizing the
purchase
HYPOTHESIS
Too many distraction elements on the cart
page ! reducing those elements will have a
positive impact on shoppingcart closure
rate.
PRIMARY GOAL
Conversion = Sales Transaction

8. +16%
conversion
rate
Increase Cart Conversion
by reducing distraction in the cart

9. Verify Best practices
to conscously invest
CHALLENGE
Measure cost/ benefit ratio of product videos and find
corresponding product segments.
HYPOTHESIS
Removing the video presentation from the product page has
a negative impact on the add to cart rate
PRIMARY GOAL
Add to cart rate

10. Consciously invest
based on actual data points
Cost/
value
ratio

11. Look at data
from different perspectives

12. Draw the right conclusions
DEPENDENCIES
Assure you have a complete overview on dependencies between different
goals/ external traffic acquisition/ promotions for a test – not only after
consulting a data analyst ☺
FILTER/ SEGMENT
Assure filtering/segmenting solutions can be applied to your test – ideally
upfront and retrospectively
GOALS
Define global goals and combine with test based goals

13. Present your product range
CHALLENGE:
Low shopping cart value/ low number of
products in the cart.
HYPOTHESIS
Displaying corresponding products will
increase number of products in the cart.
PRIMARY GOALS
Conversion & AOV
I would look for another example as this
one is not so much known and quite
much repetitve with the first one

14. Increase items/cart
via product presentation
+11%
product
views
+10%
of sales

15. Optimize customer Experience
via testing cross-selling rules

16. Engage your audience
with a personalised message based on their behaviour
CHALLENGE
Offer the same promotion across all
on- and offline channels
HYPOTHESIS
Communication adapted to user
behaviour will show same results as
in offline promotions
PRIMARY GOAL
Purchased Items
+15%
pts in
online
sales

17. Address your audience
the way they expect
+14%
conversion

18. Optimize your message
+30%
clicks

19. Assure performance
after relaunch by progressive redirection
+37%
conversion

20. Maximise your revenues in real-time

21. 1 2 3 4
Key takeaways
Segment
-Products
-Tests
-Users
Analyse
- Traffic
- Critical
pages
- USP
Define
- Hypothesis
- Goals
- Elements
Personaliz
e
-

22. Cornelia Seitz
+49 221 9823 5002
Cornelia@abtasty.com
linkedin.com/in/corneliaseitz
xing.com/profile/Cornelia_Seitz