Search Marketing Thursday - Januari 2014 - Martijn Geerlings

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This document outlines lessons learned from 100,000 A/B tests. The key lessons are: 1) Define specific success metrics upfront; 2) Reduce choices in experiments to improve conversion rates; 3) Carefully craft wording of calls to action as small changes can significantly impact clicks and purchases; 4) Fail experiments quickly if they are not working to avoid wasted time; and 5) Consider how changes could impact the overall user experience and metrics, not just a single factor. Examples of successful A/B tests that illustrate each lesson are also provided.

Marketing Technology Business

Best Practices and
Lessons Learned from
100,000 A/B Tests
Martijn Geerlings

Friday, January 31, 14

Lesson #1:
Deﬁne success .

Friday, January 31, 14

Lesson #1:
Deﬁne quantiﬁable success metrics.

Friday, January 31, 14

visitors
per day

Friday, January 31, 14

Visit

visitors
per day

Friday, January 31, 14

Visit

sign up
rate

Email

visitors
per day

Friday, January 31, 14

Visit

sign up
rate

Email

$ per recipient

$

Splash page experiment
Variations:
Button:

Media:

1. Sign Up

1. Get Involved Image

2. Learn More

2. Family Image

3. Join Us Now

3. Change Image

4. Sign Up Now

4. Barack’s Video
5. Springﬁeld Video
6. Sam’s Video

Friday, January 31, 14

Button: “Sign Up”
Friday, January 31, 14

Button: “Learn More”
Friday, January 31, 14

Button: “Join Us Now”
Friday, January 31, 14

Button: “Sign Up Now”
Friday, January 31, 14

Media: “Get Involved”
Friday, January 31, 14

Media: “Barack’s Video”
Friday, January 31, 14

Media: “Springﬁeld Video”
Friday, January 31, 14

Media: “Sam’s Video”
Friday, January 31, 14

Splash page experiment

Friday, January 31, 14

Splash page experiment
Email
Volunteers Amount Raised
Subscriptions
Original:

7,120,000

+40.6%

+2,880,000

+288,000 +$57,000,000

New:

10,000,000

1,000,000 $200,000,000

Friday, January 31, 14

712,000

$143,000,000

Lesson #2:
Less is more. Reduce choices.

Friday, January 31, 14

+43.8%
Purchases

Friday, January 31, 14

vs.

+14.8% conversion rate

Friday, January 31, 14

Lesson #3:
Words matter. Focus on your call to action.

Friday, January 31, 14

vs.
+14.6% clicks

Friday, January 31, 14

Donation button experiment
Variations

Friday, January 31, 14

Donation button experiment
Previously
Donated

0.0%

0.0%

+2.3%

+27.8%

+16.3%

-27.8%

N/A

N/A

+15.2%

-24.6%

+11.9%

+8.5%
Friday, January 31, 14

Signed Up,
Never Donated

0.0%

Variations

Never
Signed Up

+2.9%

+18.4%

Lesson #4:
Fail fast.

Friday, January 31, 14

vs.

-10% conversions
Friday, January 31, 14

Lesson #5:
Seek the Global Maximum.

Friday, January 31, 14

+0.5% Retention
+1.4% Engagement

Friday, January 31, 14

Lessons Learned
1. Deﬁne quantiﬁable success metrics.
2. Less is more. Reduce choices.
3. Words matter. Focus on your call to action.
4. Fail fast.
5. Seek the Global Maximum.

Friday, January 31, 14

vs.
+8% engagement
Friday, January 31, 14

2009!

Friday, January 31, 14

2010!

2011!

2012!

2013!

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Search Marketing Thursday - Januari 2014 - Martijn Geerlings

1. Friday, January 31, 14

2. Friday, January 31, 14

3. Best Practices and Lessons Learned from 100,000 A/B Tests Martijn Geerlings Friday, January 31, 14

4. Friday, January 31, 14

5. Friday, January 31, 14

6. Friday, January 31, 14

7. Friday, January 31, 14

8. Friday, January 31, 14

9. Friday, January 31, 14

10. 9:1 Friday, January 31, 14

11. Lessons Learned Friday, January 31, 14

12. Lesson #1: Deﬁne success . Friday, January 31, 14

13. Lesson #1: Deﬁne quantiﬁable success metrics. Friday, January 31, 14

14. Friday, January 31, 14

15. visitors per day Friday, January 31, 14 Visit

16. visitors per day Friday, January 31, 14 Visit sign up rate Email

17. visitors per day Friday, January 31, 14 Visit sign up rate Email $ per recipient $

18. visitors per day Friday, January 31, 14 Visit sign up rate Email $ per recipient $

19. Media Button Friday, January 31, 14

20. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springﬁeld Video 6. Sam’s Video Friday, January 31, 14

21. Button: “Sign Up” Friday, January 31, 14

22. Button: “Learn More” Friday, January 31, 14

23. Button: “Join Us Now” Friday, January 31, 14

24. Button: “Sign Up Now” Friday, January 31, 14

25. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springﬁeld Video 6. Sam’s Video Friday, January 31, 14

26. Media: “Get Involved” Friday, January 31, 14

27. Media: “Family” Friday, January 31, 14

28. Media: “Change” Friday, January 31, 14

29. Media: “Barack’s Video” Friday, January 31, 14

30. Media: “Springﬁeld Video” Friday, January 31, 14

31. Media: “Sam’s Video” Friday, January 31, 14

32. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springﬁeld Video 6. Sam’s Video Friday, January 31, 14

33. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springﬁeld Video 6. Sam’s Video Friday, January 31, 14

34. Splash page experiment Variations: Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springﬁeld Video 6. Sam’s Video Friday, January 31, 14

35. Splash page experiment Friday, January 31, 14

36. Splash page experiment Friday, January 31, 14

37. Splash page experiment Friday, January 31, 14

38. Splash page experiment Email Volunteers Amount Raised Subscriptions Original: 7,120,000 +40.6% +2,880,000 +288,000 +$57,000,000 New: 10,000,000 1,000,000 $200,000,000 Friday, January 31, 14 712,000 $143,000,000

39. Splash page experiment Email Volunteers Amount Raised Subscriptions Original: 7,120,000 +40.6% +2,880,000 +288,000 +$57,000,000 New: 10,000,000 1,000,000 $200,000,000 Friday, January 31, 14 712,000 $143,000,000

40. Splash page experiment Email Volunteers Amount Raised Subscriptions Original: 7,120,000 +40.6% +2,880,000 +288,000 +$57,000,000 New: 10,000,000 1,000,000 $200,000,000 Friday, January 31, 14 712,000 $143,000,000

41. Lesson #1: Deﬁne quantiﬁable success metrics. Friday, January 31, 14

42. Lesson #2: Less is more. Reduce choices. Friday, January 31, 14

43. +43.8% Purchases Friday, January 31, 14

44. vs. Friday, January 31, 14

45. vs. +14.8% conversion rate Friday, January 31, 14

46. Lesson #2: Less is more. Reduce choices. Friday, January 31, 14

47. Lesson #3: Words matter. Focus on your call to action. Friday, January 31, 14

48. vs. Friday, January 31, 14

49. vs. Friday, January 31, 14

50. vs. +14.6% clicks Friday, January 31, 14

51. Donation button experiment Variations Friday, January 31, 14

52. Donation button experiment Previously Donated 0.0% 0.0% +2.3% +27.8% +16.3% -27.8% N/A N/A +15.2% -24.6% +11.9% +8.5% Friday, January 31, 14 Signed Up, Never Donated 0.0% Variations Never Signed Up +2.9% +18.4%

53. Lesson #3: Words matter. Focus on your call to action. Friday, January 31, 14

54. Lesson #4: Fail fast. Friday, January 31, 14

55. vs. Friday, January 31, 14

56. vs. Friday, January 31, 14

57. vs. -10% conversions Friday, January 31, 14

58. Lesson #4: Fail fast. Friday, January 31, 14

59. Lesson #5: Seek the Global Maximum. Friday, January 31, 14

60. Friday, January 31, 14

61. Friday, January 31, 14

62. Friday, January 31, 14

63. Friday, January 31, 14

64. Friday, January 31, 14

65. +0.5% Retention +1.4% Engagement Friday, January 31, 14

66. Lesson #5: Seek the Global Maximum. Friday, January 31, 14

67. Lessons Learned 1. Deﬁne quantiﬁable success metrics. 2. Less is more. Reduce choices. 3. Words matter. Focus on your call to action. 4. Fail fast. 5. Seek the Global Maximum. Friday, January 31, 14

68. Thank You Friday, January 31, 14

69. vs. Friday, January 31, 14

70. vs. +8% engagement Friday, January 31, 14

71. 2009! Friday, January 31, 14 2010! 2011! 2012! 2013!

Search Marketing Thursday - Januari 2014 - Martijn Geerlings

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Search Marketing Thursday - Januari 2014 - Martijn Geerlings