Pauline Marol - From Fantasy to Reality – How to Do AB Testing in a Small Company

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Pauline Marol discusses strategies for small and medium enterprises (SMEs) to conduct conversion rate optimization (CRO) testing with limited resources. She recommends SMEs invest in training and focus on the voice of customers through customer service, NPS feedback, and sales data. SMEs should also focus on micro-conversions like pages per visit and exit pages. If full A/B testing is not possible, SMEs can use cheaper tools like heatmaps, session replays, and surveys, or conduct sequential testing. The key is developing testing skills while keeping the process light and focused on traffic sources, top pages, and radical changes based on customer homework.

CRO
Fantasy to reality
Digital Elite Camp 2017
Pauline Marol
Head of Product @ Balinea

2016
20
Tests per month
100K
Sessions/day

2017
2
Tests per months
10K
Sessions/day

Why testing if you’re a SME?
YOU ARE
WRONG

Why testing if you’re a SME?
YOU OUGHT IT
TO YOUR
CUSTOMERS

Why testing if you’re a SME?
YOUR TEAM
NEEDS IT

AB testing with low traffic
and/or resources

Work harder on your homework
No random ideas
- Voice of customers
● Customer service
● NPS feedback
● Sales

Work harder on your homework
No random ideas
- Basics Analytics
● Funnel
● Exit pages
● Form analysis
● Event tracking

Focus on micro-conversion
Pages per visit
Exit pages
Next page path
Clicks
Traffic sources

Consider lower statistical significance
Statistical
significance
95% 90% 80%
Visits per variation 350k 330k 300k
# of days for the
test 70 66
60
Baseline conversion rate : 6%
Minimum Detectable effect: 3%

Don’t be tempted by multivariate testing

Invest in Other (cheaper) tools
Cheaper options than
AB testing:
- Heatmap
- Session replays
- Form analysis
- Mouse tracking
- Funnel analysis
- ...

Skill
Training
Light process
Traffic
Micro-conversions
Homework
Lower significance
Top pages
Radical changes
Sequential testing

Skill
Training
Light process
Traffic
Micro-conversions
Homework
Lower significance
Top pages
Radical changes
Sequential testing
Money
Cheaper Tool
Survey

Thanks!
ANY QUESTIONS?
@ pauline.marol@gmail.com
In Pauline Marol

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