Splitforce at Barcamp Beijing
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This document discusses how mobile app developers can use A/B testing and multivariate testing to optimize their apps. It provides examples of how testing different button text, media, and landing page elements led to significant increases in conversion rates for some companies. While the space is still developing, tools now exist to help app publishers test multiple variations without going through app store approval processes, providing localized tests, and gaining insights from rich analytics. The document encourages mobile developers to utilize testing to avoid leaving money on the table from suboptimal apps.
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Splitforce at Barcamp Beijing
- 1. Mobile App Optimization Stop Leaving Money on the Table and Split Test Your Mobile Apps! Presented by Zac Aghion for Barcamp Beijing August 18th, 2013
- 2. Some Basic Mobile Analytics Daily Average Users (DAU) – Average number of people that use your app on a given day Conversions – Number of users that complete a goal (tap, signup, in-app purchase, etc.) Conversion Rate = Conversions ÷ Users Example: 200 Users and 5 Purchases Conversion Rate = 5 ÷ 200 = 2.5%
- 3. A/B Testing Overview Test two versions of your app to see which converts at a higher rate.
- 4. Which Version Won? Source: WhichTestWon.com
- 5. Marketer’s Surprise: ‘FREE’ Loses Source: WhichTestWon.com Version B led to a +13.5% increase in conversion rate. ✔✗
- 6. Multivariate Testing Overview Every landing page has X elements (MM’s hair) For each element, we test Y variations (Neon) In total, we have (Y1× Y2 × Yx) LP combinations
- 7. How Obama Raised +$60 Million Source: Optimizely Blog
- 10. 24 Landing Page Combinations!
- 11. And the Winner is…
- 12. +41% Conversion Rate = $60 Million? Original Conversion Rate 8.3%
- 13. Original Conversion Rate 8.3% New Conversion Rate 11.6% (+41%) +41% Conversion Rate = $60 Million?
- 14. Original Conversion Rate 8.3% New Conversion Rate 11.6% (+41%) 10 million signups from new version (would be closer to 7,120,000 signups with original) +41% Conversion Rate = $60 Million?
- 15. Original Conversion Rate 8.3% New Conversion Rate 11.6% (+41%) 10 million signups from new version (would be closer to 7,120,000 signups with original) +2,880,000 additional signups +41% Conversion Rate = $60 Million?
- 16. Original Conversion Rate 8.3% New Conversion Rate 11.6% (+41%) 10 million signups from new version (would be closer to 7,120,000 signups with original) +2,880,000 additional signups $21 average donation / signup +41% Conversion Rate = $60 Million?
- 17. Original Conversion Rate 8.3% New Conversion Rate 11.6% (+41%) 10 million signups from new version (would be closer to 7,120,000 signups with original) +2,880,000 additional signups $21 average donation / signup +$60,000,000 in additional donations +41% Conversion Rate = $60 Million?
- 19. Challenge for Mobile Apps App marketing and app management software and services are still in their early stages
- 20. Challenge for Mobile Apps App marketing and app management software and services are still in their early stages iTunes and Google Play App Stores’ approval processes slow down the iteration cycle
- 21. Challenge for Mobile Apps App marketing and app management software and services are still in their early stages iTunes and Google Play App Stores’ approval processes slow down the iteration cycle Until recently, app publishers had no other choice but to design, implement and analyze optimization campaigns themselves
- 22. Challenge for Mobile Apps App marketing and app management software and services are still in their early stages iTunes and Google Play App Stores’ approval processes slow down the iteration cycle Until recently, app publishers had no other choice but to design, implement and analyze optimization campaigns themselves To date, software available are improving but still not as good as those for website optimization
- 23. Cross-Platform ✔ ✔ ✔ On-the-Fly ✔ ✔ ✔ Rich Analytics ✔ ✗ ✔ Codeless Variations ✔ ✗ ✗ Localized Variations ✔ ✗ ✗
- 24. Thank You! For More Information: ZacAghionEmail: zac@splitforce.com Twitter: @zacaghion | Skype: zac.aghion www.SplitForce.com