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ABDesign to Convert
TESTING
Design for Conversion 17th July 2014 @andrewabogado andrew@viki.com
Hello!
Andrew Abogado
Frontend Developer & UI Designer
a global TV site powered by fans
a global TV site powered by fans
translated
languages by fans
160+
mobile installs
download the app, now!
12M+400m+
words ...
a global TV site powered by fans
translated
languages by fans
mobile installs
download the app, now!
words translated
by f...
bit.ly/viki-concept
shameless plug
jobs@viki.com viki.com/jobs
Build the future of
Global TV with us!
What A/B Testing?
Ultimate AB Testing Guide
50% visitors see variation
100 visitors
Ultimate AB Testing Guide
50% visitors see variation B
100 visitors
25%
Ultimate AB Testing Guide
75%
conversion rateconversion rate
50% visitors see variation
100 visitors
50% visitors see ...
What can we A/B Test?
“Almost anything on your website
that affects visitor behavior can be
A/B tested ”
Headline / Sub Headline
Call to Action
Images
Copy
Colors
Forms
Layout / Positioning
!
A/B Test Stories
One-liner Icon Color
Original Variation A Variation B Variation D
Original Variation A Variation B Variation C
+92.4% +40.5% +117.1%-
Viki Pass Banner Images
Original
Variation A
Original
Variation A
+0.68%
+473.4%
Conversion Rate
+3.91%Conversion Rate Improvement
Slider “More Link” Copy
Original
Variation A
Original
Variation A
Original
Variation A
1.79%
+120.4%
Conversion Rate
+3.95%Conversion Rate Improvement
Carousel Call-to-action
Original Variation A Variation B
Variation C Variation D Variation E
Original Variation A Variation B
Variation C Variation D Variation E
—Improvement +5.5%Improvement +7.4%Improvement
39.4%I...
Cohort Analysis
Reduced Bounce Rate
Advanced A/B Testing
37%
Bounce Rate
34%
FROM TO
3% drop in bounce rate
Viki Mobile Homescreen
Original Variation A Variation B
Original Variation A Variation B
Original Variation A Variation B
+15%CTR
Adding "Popular TV Shows" increase
Click Through Rate (CTR) 15%.
+5%CTR
Adding "C...
How to A/B Test?
Brainstorming
A/B Testing Workflow
Creating
variations
Running
your test
Promoting
your winner
Start a
new test
Tools to Test &!
Optimize Conversion
& more…
FREE
Hand-ons
elements needed
to have a good page5
1. A headline with a Unique Value Proposition
2. A demonstration of the product or the benefit!
3. A clear value for the vi...
Anatomy of a landing page
1. Your Unique Selling Proposition (USP)
1. The main headline
2. A supporting headline
3. A reinforcement statement
4. A c...
Thanks!
@andrewabogado andrew@viki.com
Design for Conversion 17th July 2014 @
Design For Conversion: A/B Test
Design For Conversion: A/B Test
Design For Conversion: A/B Test
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Design For Conversion: A/B Test

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Pointers:

1. Understand user flow and behavior flow using analytics tool in your website.
2. Start your experiment with a clear hypothesis.
3. Your sample size matters. Figure out how you could drive traffic to your site. The test duration will vary depending on your sample size.
4. Test your hypothesis. Come up with different variations.
5. Analyze data and draw conclusions.
6. Share you insights and test results to your organization.
7. Iterate. Rinse and repeat.

Published in: Internet
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Design For Conversion: A/B Test

  1. 1. ABDesign to Convert TESTING Design for Conversion 17th July 2014 @andrewabogado andrew@viki.com
  2. 2. Hello!
  3. 3. Andrew Abogado Frontend Developer & UI Designer
  4. 4. a global TV site powered by fans
  5. 5. a global TV site powered by fans translated languages by fans 160+ mobile installs download the app, now! 12M+400m+ words translated by fans
  6. 6. a global TV site powered by fans translated languages by fans mobile installs download the app, now! words translated by fans 160+ 12M+400m+
  7. 7. bit.ly/viki-concept
  8. 8. shameless plug jobs@viki.com viki.com/jobs Build the future of Global TV with us!
  9. 9. What A/B Testing?
  10. 10. Ultimate AB Testing Guide
  11. 11. 50% visitors see variation 100 visitors Ultimate AB Testing Guide 50% visitors see variation B 100 visitors
  12. 12. 25% Ultimate AB Testing Guide 75% conversion rateconversion rate 50% visitors see variation 100 visitors 50% visitors see variation B 100 visitors
  13. 13. What can we A/B Test?
  14. 14. “Almost anything on your website that affects visitor behavior can be A/B tested ”
  15. 15. Headline / Sub Headline Call to Action Images Copy Colors Forms Layout / Positioning
  16. 16. ! A/B Test Stories
  17. 17. One-liner Icon Color
  18. 18. Original Variation A Variation B Variation D
  19. 19. Original Variation A Variation B Variation C +92.4% +40.5% +117.1%-
  20. 20. Viki Pass Banner Images
  21. 21. Original Variation A
  22. 22. Original Variation A +0.68% +473.4% Conversion Rate +3.91%Conversion Rate Improvement
  23. 23. Slider “More Link” Copy
  24. 24. Original Variation A
  25. 25. Original Variation A
  26. 26. Original Variation A 1.79% +120.4% Conversion Rate +3.95%Conversion Rate Improvement
  27. 27. Carousel Call-to-action
  28. 28. Original Variation A Variation B Variation C Variation D Variation E
  29. 29. Original Variation A Variation B Variation C Variation D Variation E —Improvement +5.5%Improvement +7.4%Improvement 39.4%Improvement -5.9%Improvement +11.8%Improvement
  30. 30. Cohort Analysis Reduced Bounce Rate Advanced A/B Testing
  31. 31. 37% Bounce Rate 34% FROM TO 3% drop in bounce rate
  32. 32. Viki Mobile Homescreen
  33. 33. Original Variation A Variation B
  34. 34. Original Variation A Variation B
  35. 35. Original Variation A Variation B +15%CTR Adding "Popular TV Shows" increase Click Through Rate (CTR) 15%. +5%CTR Adding "Collection "Summer" increase Click Through Rate (CTR) by
  36. 36. How to A/B Test?
  37. 37. Brainstorming A/B Testing Workflow Creating variations Running your test Promoting your winner Start a new test
  38. 38. Tools to Test &! Optimize Conversion
  39. 39. & more… FREE
  40. 40. Hand-ons
  41. 41. elements needed to have a good page5
  42. 42. 1. A headline with a Unique Value Proposition 2. A demonstration of the product or the benefit! 3. A clear value for the viewer 4. Support of value 5. One action 5 elements needed to have a good page
  43. 43. Anatomy of a landing page
  44. 44. 1. Your Unique Selling Proposition (USP) 1. The main headline 2. A supporting headline 3. A reinforcement statement 4. A closing argument 2. The hero shot (images/video showing context of use) 3. The benefits of your offering 1. A bullet point list summary of benefits 2. Benefit and features in detail 4. Social proof (I’ll have what she’s having) 5. A single conversion goal – 
 your Call-To-Action (CTA) (with or without a form) Ultimate AB Testing Guide
  45. 45. Thanks! @andrewabogado andrew@viki.com Design for Conversion 17th July 2014 @

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