Presentation for the National University of Ireland, Galway to Masters in eCommerce students.

1. Web Science
A/B Split Testing
A/B Split Testing

3. WHAT IS A/B Split Testing

4. The Who, The Why & The What
WHY
• Optimise your online presence
• Optimise your marketing decisions
WHO
• Global corporations
• Medium Businesses
• Internet Entrepreneurs
•
WHAT
• Call To Actions (CTAs) & Images• Pricing & Offers
• Headlines & Copy • Form’s length and types of fields
• Layout & Style • Amount of text on the page

5. Running an A/B test…..?
o Define en.
the metric for success.
Le ad GRate
Co
ou nce ions
 B script
nt
o Test  S
ub 

Vi en
both versions simultaneously. Re sit
tu De
r
t
n pt
Vi h
sit
o Try variations of the test. s
ecommerce
 Cart Abandonment
Rate
 Total Revenue
 Avg. order value
Results No results
Negative result
Positive result McFadden, 2005

7. Test Examples – Lessons Learned
Single Page
vs. Multi-Step
Checkout for
Official
Vancouver
2010 Olympic
Store
110% 21.8%
HubSpot’s customers preferred the longer Google Website Optimizer concluded that
trial period with 110% increase in the single-page checkout outperformed the
conversions just by changing to a 30-day out-of-the-box checkout by a whopping
trial 21.8%.
Source: HubSpot.com Source: getelastic.com

8. DO’s & DON’Ts
DO Start Simple
DON’T Celebrate Too Quickly
DON’T let your gut feeling
overrule test results
DO Test Crazy Ideas
Free Tool: Google Website Optimizer / Google Experiments
Video: http://www.youtube.com/watch?v=2lXh2n0aPyw&feature=player_embedded

9. Make Changes Based on Test
Results
ACT.
AR
LE D. N.
B UIL A nd
EAT!
REP

10. THANK
YOU!
FOR YOUR
ATTENTION
QUESTIONS?
Get In Touch
@fabiola_stein