Boost Conversions and
Raise your Revenues with
A/B Testing in Rails
Daniel Pritchett
TechCamp Memphis 2013
What do you mean by conversions?
Conversion optimization is a focused attempt to
increase (optimize) the proportion of sit...
This is a $500 click.
How many clicks
would you like?

Image Ⓒ Metro Atlanta Marketing
Target audience for today’s talk:
● Customers
○

Products with highly relevant messaging find their way into the hands of ...
Nota bene
I’m a consulting application developer, so my
design and marketing speech isn’t exactly
native.
I met a new cowo...
What do you mean by A/B testing?
Pick a single element of your presentation and
think up an alternative. Set up your site ...
What can we tweak?
●
●
●
●

Copy
Positioning
Colors
Timing

● Pricing
● Discounts
● Everything!
How can I track a test?

Image Ⓒ Rahul Rodriguez
Why not A/B/C/D/E testing?
A/B tests are intentionally simple - fewer
moving parts confer several benefits over a
‘multi-a...
The Funnel
How do we
shepherd front
page viewers
towards that
$500 click?
Image Ⓒ Metro Atlanta Marketing
The Funnel
Usually more
than one
possible positive
outcome.

Image Ⓒ Metro Atlanta Marketing
How do I start?
Consultant’s motto:
“It depends.”

Visual Website Optimizer:
“No coding or HTML knowledge
required!”
Optim...
For Ruby on Rails...
Let’s try the “split” gem.

<% ab_test("login_button", "/images/button1.jpg", "/images/button2.jpg") ...
Conversion tracking
Thanks for signing up, dude! <% finished("signup_page_redesign")
%>
Weighted test options
ab_test('homepage design', {'Old' => 20}, {'New' => 2})
Long-running tests
finished('experiment_name', :reset => false)
Split web UI
Time to go off-road!
techcamp-abtesting.herokuapp.com
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Boost Conversions and Raise your Revenues with A/B testing in Rails

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Boost Conversions and Raise your Revenues with A/B testing in Rails:
Motivations:
* Products with highly relevant messaging find their way into the hands of people happy to pay for them.
* Gain insight into which features of your product resonate most with customers.
* Validate market appetites for different flavors of product messaging.
* Propose alternate layouts without compromising overall design goals.
* Automation skills harmonize well with product and marketing groups in this arena.

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Boost Conversions and Raise your Revenues with A/B testing in Rails

  1. 1. Boost Conversions and Raise your Revenues with A/B Testing in Rails Daniel Pritchett TechCamp Memphis 2013
  2. 2. What do you mean by conversions? Conversion optimization is a focused attempt to increase (optimize) the proportion of site visitors who choose to take specific actions that benefit your business (convert).
  3. 3. This is a $500 click. How many clicks would you like? Image Ⓒ Metro Atlanta Marketing
  4. 4. Target audience for today’s talk: ● Customers ○ Products with highly relevant messaging find their way into the hands of people happy to pay for them ● Product owners ○ Gain insight into which features of your product resonate most with customers ● Marketers ○ Validate market appetites for different flavors of product messaging ● Designers ○ Can propose alternate layouts without compromising overall design goals ● Developers ○ Automation skills harmonize well with product and marketing groups in this arena
  5. 5. Nota bene I’m a consulting application developer, so my design and marketing speech isn’t exactly native. I met a new coworker speaking at TechCamp 2012 and I’m glad to be back. dpritchett.net // coroutine.com
  6. 6. What do you mean by A/B testing? Pick a single element of your presentation and think up an alternative. Set up your site to show one version to some viewers and the other to the rest. Track conversion results separately. Implied: At the end of the test, keep the winning element.
  7. 7. What can we tweak? ● ● ● ● Copy Positioning Colors Timing ● Pricing ● Discounts ● Everything!
  8. 8. How can I track a test? Image Ⓒ Rahul Rodriguez
  9. 9. Why not A/B/C/D/E testing? A/B tests are intentionally simple - fewer moving parts confer several benefits over a ‘multi-armed bandit’ approach: ● Quicker to get started ● Easier to explain to the rest of the company ● Harder to misinterpret results
  10. 10. The Funnel How do we shepherd front page viewers towards that $500 click? Image Ⓒ Metro Atlanta Marketing
  11. 11. The Funnel Usually more than one possible positive outcome. Image Ⓒ Metro Atlanta Marketing
  12. 12. How do I start? Consultant’s motto: “It depends.” Visual Website Optimizer: “No coding or HTML knowledge required!” Optimizely: “A/B testing you’ll actually use.” By hand: Run page A for a week, run page B for a week Bespoke: Roll your own toolkit
  13. 13. For Ruby on Rails... Let’s try the “split” gem. <% ab_test("login_button", "/images/button1.jpg", "/images/button2.jpg") do |button_file| %> <%= img_tag(button_file, :alt => "Login!") %> <% end %> <img alt=”Login!” src=”/images/button1.jpg”> or... <img alt=”Login!” src=”/images/button2.jpg”>
  14. 14. Conversion tracking Thanks for signing up, dude! <% finished("signup_page_redesign") %>
  15. 15. Weighted test options ab_test('homepage design', {'Old' => 20}, {'New' => 2})
  16. 16. Long-running tests finished('experiment_name', :reset => false)
  17. 17. Split web UI
  18. 18. Time to go off-road! techcamp-abtesting.herokuapp.com

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