Making the right call
A/B testing for UX & CRO

Ionut Maxim | Winter Web Workshop | December 7 - 8 2013
Ionut Maxim
● web designer @ XWiki SAS
● 13 years of exploring the Internet
● 7+ years as a professional in design & front...
What’s A/B testing ?
a) a way to question the present
b) a way to test theories
c) an opportunity to gather insights
d) a ...
Where would you use it ?
●
●
●
●
●

websites
mobile websites
mobile apps
facebook apps
in a dialog
Why use it ?
●
●
●
●
●
●

User eXperience improvements
Conversion Rate Optimisation
Increase $ales
Shut up amateurs
Explor...
Who is it for ?
●
●
●
●
●
●

web designers ;)
interaction designers
developers
sales & marketing
entrepreneurs
support
How does it work ?
1.
2.
3.
4.
5.
1.

gather intel
formulate the theories
test!
draw (the right) conclusion
implement the ...
Gather intel
Google Analytics
CrazyEgg
MouseFlow
ClickTale
userTrack

Olark / Zopim
Qualaroo
Get Satisfaction
Zen Desk
Formulate the theories
if
we add a video
they will buy more
else
we keep the photo gallery
they will buy just as much
end
Test!
Google Website Optimizer
Visual Website Optimizer
Optimizely
Optimimo
Unbounce
LeadPages
Conclusion draw(back)
not enough time
not enough traffic
too many variables
not enough segmentation
not enough … experienc...
Inception
So, how about

Making the left call ?
Thank you!

Questions ?
Facts & stats
● 44% of companies use split testing software
● President Obama raised an additional $60 million, using A/B
...
Making the right call
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A/B testing for UX and CRO

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Making the right call

  1. 1. Making the right call A/B testing for UX & CRO Ionut Maxim | Winter Web Workshop | December 7 - 8 2013
  2. 2. Ionut Maxim ● web designer @ XWiki SAS ● 13 years of exploring the Internet ● 7+ years as a professional in design & frontend development ● interested in delicious music, psychology and good food
  3. 3. What’s A/B testing ? a) a way to question the present b) a way to test theories c) an opportunity to gather insights d) a way to improve your future work e) a way to kill / promote bold paths f ) a way to silence marketing & management
  4. 4. Where would you use it ? ● ● ● ● ● websites mobile websites mobile apps facebook apps in a dialog
  5. 5. Why use it ? ● ● ● ● ● ● User eXperience improvements Conversion Rate Optimisation Increase $ales Shut up amateurs Explore opportunities Avoid possible conflicts
  6. 6. Who is it for ? ● ● ● ● ● ● web designers ;) interaction designers developers sales & marketing entrepreneurs support
  7. 7. How does it work ? 1. 2. 3. 4. 5. 1. gather intel formulate the theories test! draw (the right) conclusion implement the (right) solution gather more intel
  8. 8. Gather intel Google Analytics CrazyEgg MouseFlow ClickTale userTrack Olark / Zopim Qualaroo Get Satisfaction Zen Desk
  9. 9. Formulate the theories if we add a video they will buy more else we keep the photo gallery they will buy just as much end
  10. 10. Test! Google Website Optimizer Visual Website Optimizer Optimizely Optimimo Unbounce LeadPages
  11. 11. Conclusion draw(back) not enough time not enough traffic too many variables not enough segmentation not enough … experience/logic
  12. 12. Inception So, how about Making the left call ?
  13. 13. Thank you! Questions ?
  14. 14. Facts & stats ● 44% of companies use split testing software ● President Obama raised an additional $60 million, using A/B Testing ● Only about 22% of businesses are satisfied with their conversion rates ● For every $92 dollars spend acquiring customers, only $1 is spend converting them ● Gmail once tested 50 shades of blue for their CTA color and found the highest converting shade ● Google ran more than 7,000 A/B tests in 2011 alone ● Only 1 out of 8 A/B tests has driven major changes :)

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