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Guide de l'A/B Testing Keley Consulting

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Comment identifier les indicateurs à améliorer, construire les hypothèses sur les freins à lever, choisir les leviers d’optimisation à activer, concevoir les variantes à tester et éviter les principaux pièges ? En téléchargeant notre guide sur l’A/B Testing !

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Guide de l'A/B Testing Keley Consulting

  1. 1. GUIDE DE L’A/B TESTING
  2. 2. 2 SOMMAIRE A - QU’EST-CE QUE L’A/B TESTING ?.................................................................................. 3 Le principe de l’A/B testing……………………………………....................................................................................3 L’amélioration du taux de conversion : un effet de levier important..........................................................6 B - COMMENT METTRE EN PLACE L’A/B TESTING : LES GRANDES ÉTAPES........................7 Identifier les opportunités d’optimisation et construire les hypothèses....................................................7 Préparer les tests : conception des variantes et planification.....................................................................9 Interpréter les résultats.............................................................................................................................11 C - LES CONSEILS POUR SE LANCER..................................................................................12 Adapter l’organisation...............................................................................................................................12 Choisir les bons outils................................................................................................................................13
  3. 3. 3 A - QU’EST-CE QUE L’A/B TESTING ? LE PRINCIPE DE L’A/B TESTING L’A/B testing est une technique permettant de tester deux versions d’un même dispositif dont une seule variable est différente. L’A/B testing permet ainsi de mesurer l’impact de cette variable modifiée sur la réalisation d’un objectif donné (taux de transformation, taux de clic, génération de lead...). Dans la course à la présidentielle américaine de 2008, l’équipe de Barack Obama a mis en œuvre une approche innovante pour dynamiser la collecte de fonds en s’appuyant sur l’A/B testing. Le résultat obtenu : 60 millions de dollars de collecte supplémentaire, soit environ 8% des 760 millions de dollars dépensés au total pour la campagne ! L’équipe d’Obama a testé pendant de longs mois de multiples variantes des supports de communication pour ne conserver que les plus performantes. Dans l’exemple ci-dessous, pour optimiser la page d’inscription, plusieurs visuels et textes pour le bouton sont testés : le visuel de droite, avec Obama en famille génère 13% de conversion supplémentaire.
  4. 4. 4 Au-delà du domaine de la communication politique, un nombre grandissant de sites met désormais en œuvre des techniques d’A/B testing : sites e-commerce, sites de services, sites de contenu… Dell a mené sur sa page de contact de nombreux essais qui illustrent bien ce qu’il est possible de faire en la matière : L’A/B testing permet de gagner en efficacité dans les phases de conception. En effet, les réunions dédiées à la conception d’écrans d’applications ou autres supports marketing sont souvent émaillées de longs échanges sur des choix ergonomiques, le contenu des phrases d’accroche, la position des boutons et leurs couleurs… Les avis s’entrechoquent, renvoyant à telle ou telle “meilleure” pratique d’un acteur de référence, sans que l’on puisse prouver qu’elle est réellement transposable dans le contexte rencontré. L’A/B testing permet bien souvent d’apporter une réponse objective à ce problème. L’approche consiste à comparer plusieurs versions d’un support pour déterminer celle qui a la meilleure performance selon un critère donné : le taux d’ajout au panier, le taux d’inscription ou tout autre indicateur de référence mesurable. L’exemple de la page suivante montre de manière schématique deux variantes d’un tunnel de conversion : le remplacement d’un texte par un visuel dans la seconde version permet d’améliorer le taux de conversion de 4 points. WWW.WHICHTESTWON.COM

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