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Copyright © 2016 Sentient Technologies LLC. All rights reserved.
The New World of
AI-Based Testing
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
• What are artificial intelligence and evolutionary computation?
• How Sentient Ascend™ automates your CRO efforts
• How Sentient Ascend is able to get results faster using AI
• Results and case studies from Sentient Ascend customers
• Q&A with Peep Laja
Agenda
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
Artificial Intelligence and
Evolutionary Computation
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
• A field of computer science focused on building “intelligent” machines
• An ideal “intelligent” machine
• Perceives its environment
• Takes actions that maximize its success against some goal
• Learns from the results of prior actions and adapts
• AI is all around you already!
• Siri, Waze, Airline pricing
• Is it smarter than me?
• Depends on what you mean by smart. But it is a lot faster.
What is Artificial Intelligence?
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
AI comes in many shapes and forms…
…each of which excels at solving certain
classes of problems.
DEEP LEARNING EVOLUTIONARY
ALGORITHMS
NEURO-
EVOLUTION
BAYESIAN
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
Evolution: A Proven Efficient Design System
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
FITNESS
What makes one candidate
(website, trading strategy,
animal) more viable than
another?
COMBINATION
By combining successful
candidates, you can achieve
greater fitness, and also
prune out bad attributes.
MUTATION
An element of randomness
helps discover new
successful combinations
and ensures you find the
best solution—not just a
good one.
The 3 Core Principles of Evolutionary Algorithms:
AI Based on Natural Selection
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
How Sentient Ascend™
Automates Your CRO Efforts
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
Ideas In, Results Out
Develop
Hypotheses
and How to
Test Them
Enter Test
Variants
into Ascend
QA Ascend
Automated
Evolutionary
Testing
Review
Results
Deploy
Winner
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
Demo: Setting Up a Test in
Sentient Ascend
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
After the operator inputs the various test hypotheses, Ascend tests a
first generation – each individual change is measured against the
goal…
Each box represents a design
Each letter represents a hypothesis
Ascend Applies Evolutionary Principles to CRO
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
How Sentient Ascend Works
+ 0 - + - + 0 + +
…and determines which ones have good “genetic material.”
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
How Sentient Ascend Works
The system then combines the successful candidates
into a new generation to test…
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
How Sentient Ascend Works
…and again selects the winners in that population.
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
How Sentient Ascend Works
The breeding continues, with mutations to ensure we
explore all corners.
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
How Sentient Ascend Works
Within 4 generations you see massive impact; by 8 to 10
generations Ascend converges on the winning design
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
Faster Results with
Sentient Ascend™
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
The New Era of Massively Multivariate Testing
• Test dozens of site
improvements at once
• Determine the best
combination of those
changes to achieve your
growth goals
• Evolutionary algorithms
can determine the best
performer from 1 million
designs while only testing
500–600 of them, in
generations of 20–40
candidates at a time
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
Always-On, Continuous Optimization
Ascend always tests in the
background and adapts your
site presentation to provide
the best results if your
audience changes for any
reason.
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
Results & Case Studies
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
Ascend Customer Successes
160
Test combinations
4
Funnel pages tested
38.4%
Increase in conversions
(best design)
Goal: Increase checkout
conversion rate
90%
Increase in conversions
(best design)
21.5%
Cumulative lift across
all pages
1,152
Test combinationsGoal: Increase checkout
conversion rate
48%
Increase in conversions
(best design)
11%
Cumulative lift across
all pages
380,000
Test combinationsGoal: Increase lead-form
submits
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
Q&A with Peep Laja
Copyright © 2016 Sentient Technologies LLC. All rights reserved.
Thank you!
conversionxl.com
peep@conversionxl.agency
sentient.ai/ascend
jonathan.epstein@sentient.ai

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Changing the Game: Always On Testing with Artificial Intelligence

  • 1. Copyright © 2016 Sentient Technologies LLC. All rights reserved. The New World of AI-Based Testing
  • 2. Copyright © 2016 Sentient Technologies LLC. All rights reserved. • What are artificial intelligence and evolutionary computation? • How Sentient Ascend™ automates your CRO efforts • How Sentient Ascend is able to get results faster using AI • Results and case studies from Sentient Ascend customers • Q&A with Peep Laja Agenda
  • 3. Copyright © 2016 Sentient Technologies LLC. All rights reserved. Artificial Intelligence and Evolutionary Computation
  • 4. Copyright © 2016 Sentient Technologies LLC. All rights reserved. • A field of computer science focused on building “intelligent” machines • An ideal “intelligent” machine • Perceives its environment • Takes actions that maximize its success against some goal • Learns from the results of prior actions and adapts • AI is all around you already! • Siri, Waze, Airline pricing • Is it smarter than me? • Depends on what you mean by smart. But it is a lot faster. What is Artificial Intelligence?
  • 5. Copyright © 2016 Sentient Technologies LLC. All rights reserved. AI comes in many shapes and forms… …each of which excels at solving certain classes of problems. DEEP LEARNING EVOLUTIONARY ALGORITHMS NEURO- EVOLUTION BAYESIAN
  • 6. Copyright © 2016 Sentient Technologies LLC. All rights reserved. Evolution: A Proven Efficient Design System
  • 7. Copyright © 2016 Sentient Technologies LLC. All rights reserved. FITNESS What makes one candidate (website, trading strategy, animal) more viable than another? COMBINATION By combining successful candidates, you can achieve greater fitness, and also prune out bad attributes. MUTATION An element of randomness helps discover new successful combinations and ensures you find the best solution—not just a good one. The 3 Core Principles of Evolutionary Algorithms: AI Based on Natural Selection
  • 8. Copyright © 2016 Sentient Technologies LLC. All rights reserved. How Sentient Ascend™ Automates Your CRO Efforts
  • 9. Copyright © 2016 Sentient Technologies LLC. All rights reserved. Ideas In, Results Out Develop Hypotheses and How to Test Them Enter Test Variants into Ascend QA Ascend Automated Evolutionary Testing Review Results Deploy Winner
  • 10. Copyright © 2016 Sentient Technologies LLC. All rights reserved. Demo: Setting Up a Test in Sentient Ascend
  • 11. Copyright © 2016 Sentient Technologies LLC. All rights reserved. After the operator inputs the various test hypotheses, Ascend tests a first generation – each individual change is measured against the goal… Each box represents a design Each letter represents a hypothesis Ascend Applies Evolutionary Principles to CRO
  • 12. Copyright © 2016 Sentient Technologies LLC. All rights reserved. How Sentient Ascend Works + 0 - + - + 0 + + …and determines which ones have good “genetic material.”
  • 13. Copyright © 2016 Sentient Technologies LLC. All rights reserved. How Sentient Ascend Works The system then combines the successful candidates into a new generation to test…
  • 14. Copyright © 2016 Sentient Technologies LLC. All rights reserved. How Sentient Ascend Works …and again selects the winners in that population.
  • 15. Copyright © 2016 Sentient Technologies LLC. All rights reserved. How Sentient Ascend Works The breeding continues, with mutations to ensure we explore all corners.
  • 16. Copyright © 2016 Sentient Technologies LLC. All rights reserved. How Sentient Ascend Works Within 4 generations you see massive impact; by 8 to 10 generations Ascend converges on the winning design
  • 17. Copyright © 2016 Sentient Technologies LLC. All rights reserved. Faster Results with Sentient Ascend™
  • 18. Copyright © 2016 Sentient Technologies LLC. All rights reserved. The New Era of Massively Multivariate Testing • Test dozens of site improvements at once • Determine the best combination of those changes to achieve your growth goals • Evolutionary algorithms can determine the best performer from 1 million designs while only testing 500–600 of them, in generations of 20–40 candidates at a time
  • 19. Copyright © 2016 Sentient Technologies LLC. All rights reserved. Always-On, Continuous Optimization Ascend always tests in the background and adapts your site presentation to provide the best results if your audience changes for any reason.
  • 20. Copyright © 2016 Sentient Technologies LLC. All rights reserved. Results & Case Studies
  • 21. Copyright © 2016 Sentient Technologies LLC. All rights reserved. Ascend Customer Successes 160 Test combinations 4 Funnel pages tested 38.4% Increase in conversions (best design) Goal: Increase checkout conversion rate 90% Increase in conversions (best design) 21.5% Cumulative lift across all pages 1,152 Test combinationsGoal: Increase checkout conversion rate 48% Increase in conversions (best design) 11% Cumulative lift across all pages 380,000 Test combinationsGoal: Increase lead-form submits
  • 22. Copyright © 2016 Sentient Technologies LLC. All rights reserved. Q&A with Peep Laja
  • 23. Copyright © 2016 Sentient Technologies LLC. All rights reserved. Thank you! conversionxl.com peep@conversionxl.agency sentient.ai/ascend jonathan.epstein@sentient.ai

Editor's Notes

  1. Evolution is good at finding what works
  2. Test dozens of site improvements at once Delivers the best combination of those changes to achieve your goals