Slidedeck for my talk about why reading blogs and case studies on CRO and A/B testing are doing more harm than good. You also learn how to use a framework to do optimisation the right way
This presentation by Anna Marie Clifton, Product Manager at Yammer, covers the important topics of when to use A/B testing, how to implement it and most importantly, how to measure the results.
The content is directed for software engineers who want to transition to product management, MBA's with finance/consulting background who wish to work high-tech companies as product managers and Project Managers, Marketers, and Designers who are seeking opportunities in product management.
Guide to formulating great practice questions for nursing studentswordchapter
A student who wants to excel in performance must have a way of testing their level of preparations long before the general examination commences. For nurses, such an examination has to be between them and their patient and that is where the PICOT questions come handy. PICOT questions are structured to help nurses provide the best care to their patients and track their progress as well.
[CXL Live 16] How to Utilize Your Test Capacity? by Ton WesselingCXL
The more tests you run, the more you learn. Every test will deliver extra insights, but winners will pay the direct costs. How many tests should you run how often? Should it be many small tests or a couple of big ones? Ton will explain this to you based on his 15+ years of A/B-testing experience.
How to build an effective conversion program on a budget Joni Lindgren
How to get going with a conversion optimization process on a budget.
A/B test case and framework Swedish Unicef, delivered by consultancy company Outfox Intelligence
Slides with presenters notes
Originally held in Swedish at Outfox your competition conference in Stockholm march 12th 2015
This presentation by Anna Marie Clifton, Product Manager at Yammer, covers the important topics of when to use A/B testing, how to implement it and most importantly, how to measure the results.
The content is directed for software engineers who want to transition to product management, MBA's with finance/consulting background who wish to work high-tech companies as product managers and Project Managers, Marketers, and Designers who are seeking opportunities in product management.
Guide to formulating great practice questions for nursing studentswordchapter
A student who wants to excel in performance must have a way of testing their level of preparations long before the general examination commences. For nurses, such an examination has to be between them and their patient and that is where the PICOT questions come handy. PICOT questions are structured to help nurses provide the best care to their patients and track their progress as well.
[CXL Live 16] How to Utilize Your Test Capacity? by Ton WesselingCXL
The more tests you run, the more you learn. Every test will deliver extra insights, but winners will pay the direct costs. How many tests should you run how often? Should it be many small tests or a couple of big ones? Ton will explain this to you based on his 15+ years of A/B-testing experience.
How to build an effective conversion program on a budget Joni Lindgren
How to get going with a conversion optimization process on a budget.
A/B test case and framework Swedish Unicef, delivered by consultancy company Outfox Intelligence
Slides with presenters notes
Originally held in Swedish at Outfox your competition conference in Stockholm march 12th 2015
[CXL Live 16] Beyond Test-by-Test Results: CRO Metrics for Performance & Insi...CXL
Individual tests drive insights & ROI, but the most sophisticated optimizers look beyond what an individual test is telling them and use data to optimize their overall testing performance.
In this talk, Claire will dive into the specifics of how to track, improve, and drive insight from performance metrics for your conversion program, so you can not only run better tests, but get more out of your investment in CRO.
Given at Axial HQ for the New York chapter of Venwise, this talk details how Axial approaches building products predictably through a combination of focus, objectives, prioritization and forecasting. We call it stack.
Check out more of what we're building over at: axialcorps.com
This presentation was given by Erin Zefkeles of Bing Ads at the Optimizely Experience in Seattle. It walks through how they come up with experiment ideas, what kind of tests they run, and the results.
Since it was introduced in 2014, Stats Engine has served as a fast, powerful, and easy-to-use foundation for tens of thousands of digital experiments. But how exactly does it work?
In this session, we will explain the key differences and advantages of Stats Engine by comparing and contrasting it with a familiar old friend: the t-test.
REV UP 360: Rev up your ROI with Conversion Testing - Andy BattenAMA Colorado
Andy is the Director, Digital Analytics & Optimization at Red Door. He has nearly nine years of experience in the field of web analytics, having used a variety of tools including WebTrends, Google Analytics, Adobe SiteCatalyst, and for those that remember…Sawmill log file analytics. Andy’s work in digital analytics has allowed him to work across a variety of industries for numerous clients including The Denver Post, LA Daily News, CenturyLink, Seagate, Bosch/Thermador and Rubio’s Fresh Mexican Grill. Andy now manages the team of digital analysts at Red Door, developing insights and recommendations from clickstream, search, social, and qualitative data.
Connect with him at @apbatten, abatten@reddoor.biz, www.reddoor.biz
To build a successful A/B testing strategy, you'll need more than just ideas of what to test, you'll need a plan that builds data into a repeatable strategy for producing winning experiments.
How to Create a Winning A/B Test HypothesisDave Gowans
Find out how to get more test winners from CRO and conversion optimisation by creating an effective hypothesis. Discover the simple "5 Questions" method that will give you better tests, more winners and more revenue.
Website Optimization Without a Committee: Using Testing to Make DecisionsEarthbound Media Group
Hospital marketers today are spending more of their advertising budgets to drive traffic to their websites. However, research shows they are converting only 2 percent to 3 percent of visitors into actual patients. Learn how to use online automated testing, instead of a committee, to make informed changes to your website that will improve performance, engage users, and boost ROI for your online marketing initiatives.
[CXL Live 16] Beyond Test-by-Test Results: CRO Metrics for Performance & Insi...CXL
Individual tests drive insights & ROI, but the most sophisticated optimizers look beyond what an individual test is telling them and use data to optimize their overall testing performance.
In this talk, Claire will dive into the specifics of how to track, improve, and drive insight from performance metrics for your conversion program, so you can not only run better tests, but get more out of your investment in CRO.
Given at Axial HQ for the New York chapter of Venwise, this talk details how Axial approaches building products predictably through a combination of focus, objectives, prioritization and forecasting. We call it stack.
Check out more of what we're building over at: axialcorps.com
This presentation was given by Erin Zefkeles of Bing Ads at the Optimizely Experience in Seattle. It walks through how they come up with experiment ideas, what kind of tests they run, and the results.
Since it was introduced in 2014, Stats Engine has served as a fast, powerful, and easy-to-use foundation for tens of thousands of digital experiments. But how exactly does it work?
In this session, we will explain the key differences and advantages of Stats Engine by comparing and contrasting it with a familiar old friend: the t-test.
REV UP 360: Rev up your ROI with Conversion Testing - Andy BattenAMA Colorado
Andy is the Director, Digital Analytics & Optimization at Red Door. He has nearly nine years of experience in the field of web analytics, having used a variety of tools including WebTrends, Google Analytics, Adobe SiteCatalyst, and for those that remember…Sawmill log file analytics. Andy’s work in digital analytics has allowed him to work across a variety of industries for numerous clients including The Denver Post, LA Daily News, CenturyLink, Seagate, Bosch/Thermador and Rubio’s Fresh Mexican Grill. Andy now manages the team of digital analysts at Red Door, developing insights and recommendations from clickstream, search, social, and qualitative data.
Connect with him at @apbatten, abatten@reddoor.biz, www.reddoor.biz
To build a successful A/B testing strategy, you'll need more than just ideas of what to test, you'll need a plan that builds data into a repeatable strategy for producing winning experiments.
How to Create a Winning A/B Test HypothesisDave Gowans
Find out how to get more test winners from CRO and conversion optimisation by creating an effective hypothesis. Discover the simple "5 Questions" method that will give you better tests, more winners and more revenue.
Website Optimization Without a Committee: Using Testing to Make DecisionsEarthbound Media Group
Hospital marketers today are spending more of their advertising budgets to drive traffic to their websites. However, research shows they are converting only 2 percent to 3 percent of visitors into actual patients. Learn how to use online automated testing, instead of a committee, to make informed changes to your website that will improve performance, engage users, and boost ROI for your online marketing initiatives.
What is A/B testing? A SCIENTIFIC METHOD OF PROOF
WHAT IS A/B TESTING FOR MARKETING
Where do you start testing? THE DON’TS
WHERE DO YOU START TESTING?
DON’T JUST GUESS
SUB OPTIMIZE • Button colors • Small copy changes • Small layout changes • Fonts, font size
WATCH OUT FOR BUZZ • Don’t just test what the gurus say • What works for others may not work for you
PREMATURE TESTING • Testing without traffic • Before you know what and why you are testing
Where do you start testing? THE DOS
DO YOUR HOMEWORK You have to put in the work to get great results • Learn as much as you can about A/B testing • Study the great people out there • What’s their process and insights?
A framework for success The basis of a successful testing program
Research Know what to test and see the greatest improvements
DIVE INTO YOUR DATA
FIND YOUR BIGGEST OPPORTUNITIES
INVESTIGATE THE OPPORTUNITY TO UNDERSTAND IT
FORM A HYPOTHESIS By doing A, B will happen, Because of C
BUILD THE TEST
LAUNCH THE TEST VS. Control Variant
THE TEST VS. +24.01% increase in registrations!! 100% Significance
DOCUMENT AND SHARE YOUR FINDINGS Documenting all your tests and results • Increases company transparency • Helps others know where tests are going on • Makes it easier to call tests • Makes learnings available for everyone in company
REPEAT THE PROCESS AS OFTEN AS POSSIBLE
Control vs. Variant
“Only 1 out of 8 A/B tests have driven significant change.” Noah Kagan AppSumo*
“The goal of a test is to get a learning, not a lift. With enough learnings, you can get the real lift,” Dr. Flint McGlaughlin MECLABS
RULES OF THUMB FOR TESTING Things to remember when we are testing • Min. 2000 visitors • Min. a few hundred conversions • At least one full cycle > 2 week • >99% statistical significance • Keep a backlog of test hypothesis • Build next tests as the current one is running *More info at http://kiss.ly/1vF4wUc and http://kiss.ly/1Q4vTm0
Tooltips AND BURGERS
How I like my testing burger Tooltips for your testing framework
Tool Company Why do I like it? Analytics Kissmetrics Shows me my actual customers and their behavior Surveys Qualaroo and/or SurveyMonkey Easy to use/Deep qualitative insights Project Management Trello Manage my time + communicate with collaborators
Tool Company Why do I like it? Company Wiki Confluence Document initial thoughts for everyone Testing platform* Optimizely, Pardot, Adwords Easily build tests and get data Analytics Kissmetrics Let’s me confirm and verify down my funnel Company Wiki Confluence Documentation and learnings for everyone *Includes actual testing platform and tools that have testing capabilities
Not everyone likes their burger the same way How do you take yours?
Trust the process Share your leanings Stack your results A/B TESTING FOR SUCCESS
A/B Testing best practices from strategic vision to operational considerations to communication and finally expectations management. We need to adhere to fundamental project management, technology, statistical, experimental design, UX Design, Customer Relationship, business and data principles to ensure that the insights and hence the decision is as trustworthy as possible.
SAMPLE SIZE – The indispensable A/B test calculation that you’re not makingZack Notes
If you’re a marketer it’s very likely that you’ve run an A/B test. It’s also likely that you’ve never calculated the sample size for your tests, and instead, you run tests until they reach statistical significance. If this is the case, your strategy is statistically flawed. Conforming to sample size requires marketers to wait longer for test results, but choosing to ignore it will bear false positives and lead to bad decisions.
This deck was created for an email audience for there are valuable lessons for anyone who runs A/B tests.
How To Demonstrate The Value Your Customer Is ReceivingAmity
How do your customers realize your value? They don’t... unless you tell them.
Whether it’s a formal Quarterly Business Review or a quick weekly update email, the art of demonstrating your value is an important part of the Customer Success process.
In this webinar you will learn:
- What types of data customers want to know
- The frequency of updates
- The types of updates
When they are done well, Data-driven Value Updates are addictive. They keep people coming back.
Creating an Effective A/B Testing Strategy for App StoresSplitMetrics
Creating an effective A/B testing strategy can be a real challenge. We joined the App Radar Webinar to answer all the hot-button questions:
How to craft your A/B strategy from scratch
How to design hypothesis and evaluate results
How to get real techniques and strategies to follow
You’ll find all the answers you need provided by Natalie Ostapovich, Customer Support & Account Manager at SplitMetrics, and Elisa Mourão, Marketing Manager at App Radar in the short and easy-learn slides and infographics.
Driving Product Success through ExperimentationNUS-ISS
In a world of ever-changing customer needs and behaviors, product experimentation has become an indispensable way for organisations to validate new ideas, de-risk delivery and drive impactful outcomes.
This opens up a whole new set of challenges and opportunities:
How do we use experiments to drive product success and business outcomes?
How do we apply experimentation methods and make it into a continuous process for our organisations?
How can we leverage the experimental mindset to take the guesswork out of product innovation?
Agile metrics can be used to the advantage or the detriment of teams and an organisation’s Agile success. This session looks at several of the core Agile metrics used to measure success to help you understand what success looks like, why the metric is desirable and what the metrics can tell us.
Understanding why we want these metrics is critical to capturing something of value, rather than just doing 'because'. What will leaders and decision makers do with these metrics? What value do they add?
Steve will also dive into the negative impacts of some of the Agile metrics we are sometimes forced to capture, how chasing velocity leads to gaming the system etc. He’ll look at bad metrics such as the seven deadly sins of Agile measurement and how to avoid them in your enterprise.
A test strategy brings teams together to establish a foundational set of principles of quality into their apps together. Teams vary, and products and applications vary, so how do we build a testing strategy tailored to your needs that helps teams build quality products?
In this session, we will look at the role of automation within a test strategy. I’ll provide heuristics to help guide you in identifying how many you need and what types of tests to automate. Then we will investigate the personas involved within automation projects. The creators, executors, and consumers of automation to help you tune your strategy to fit your team.
Finally, I’ll share a model that teams can use to help guide them in crafting and discussing their own test strategy. A strategy that sets a foundation for quality, identifies where the app needs support, and how that risk is being managed through the software development lifecycle.
Gerlof Hoekstra - OMG What Have We Done - EuroSTAR 2013TEST Huddle
EuroSTAR Software Testing Conference 2013 presentation on "OMG What Have We Done" by Gerlof Hoekstra.
See more at: http://conference.eurostarsoftwaretesting.com/past-presentations/
[Webinar] Visa's Journey to a Culture of ExperimentationOptimizely
Join us as we hear Ramkumar Ravichandran, the Director of A/B Testing at Visa Checkout, explain how he created a high impact experimentation program. Ram will take us through the growth of Visa’s program: from selling the value, to laying down the vision, the roadmap and success criteria, to creating the right team and driving engagement with the program.
Attend this webinar to learn:
-How an experimentation program drives business impact.
-A model to drive continuous stakeholder engagement with the program.
-How to build a roadmap that goes above and beyond simple UX optimization.
It is possible for a product to pass quality assurance tests and acceptance testing without being user-friendly. It is also too easy for those of us who build digital products to make assumptions about what our users need. As a design thinker, I strive to bring the authentic voices of complex audiences into the product lifecycle through pragmatic research.
A sound design research process not only shapes digital products to be more usable, it also adds value to drive engagement.
Similar to The sensationalisation of A/B Testing & Why it doesn't work for you - Measurefest October 2014 talk (20)
Making Optimization Everyones Job In The OrganisationManuel Da Costa
How do you become an optimization first company like Amazon, Booking.com or Skyscanner. This was a talk given at the Go Conversion Event in Manchester on 6th September 2017 that covered 3 typical challenges that companies face when running optimization programmes
Building & scaling a conversion optimization programme in your companyManuel Da Costa
CXL & Effective Experiments Webinar done in August 2017 talking about how CRO teams need to be structured and pitfalls that will be encountered when building & growing an experimentation programme in your company or agency
Why do optimization programmes get derailed? DDTT#7 AmsterdamManuel Da Costa
Why do testing programmes fail? AB testing is easy but running a programme with different stakeholders is harder. This talk was given on 4th July 2017 in Amsterdam to a crowd of In-house CRO and marketing individuals.
How to QA an A/B test - Conversion Hotel, NetherlandsManuel Da Costa
Don't mess up your A/B test. Your results can be corrupted if you don't check do the necessary QA checks before hand. This presentation was done at Conversion Hotel in the Netherlands in November 2014 #CH2014
Google Analytics 101 - Manchester Metropolitan University Business schoolManuel Da Costa
Talk given on 11/2/2014 at Manchester Metropolitan uni business school introducing students to Google analytics.
Manuel da Costa is a web analytics and conversion rate optimisation consultant. He runs Digital Tonic, a consultancy based in Manchester, UK
MVPs are a hotly debated topic and often opinions differ. I want to propose a different way of looking at the MVP as well as how we design version of the MVP. These are not without flaws which need to be addressed.
Data Centers - Striving Within A Narrow Range - Research Report - MCG - May 2...pchutichetpong
M Capital Group (“MCG”) expects to see demand and the changing evolution of supply, facilitated through institutional investment rotation out of offices and into work from home (“WFH”), while the ever-expanding need for data storage as global internet usage expands, with experts predicting 5.3 billion users by 2023. These market factors will be underpinned by technological changes, such as progressing cloud services and edge sites, allowing the industry to see strong expected annual growth of 13% over the next 4 years.
Whilst competitive headwinds remain, represented through the recent second bankruptcy filing of Sungard, which blames “COVID-19 and other macroeconomic trends including delayed customer spending decisions, insourcing and reductions in IT spending, energy inflation and reduction in demand for certain services”, the industry has seen key adjustments, where MCG believes that engineering cost management and technological innovation will be paramount to success.
MCG reports that the more favorable market conditions expected over the next few years, helped by the winding down of pandemic restrictions and a hybrid working environment will be driving market momentum forward. The continuous injection of capital by alternative investment firms, as well as the growing infrastructural investment from cloud service providers and social media companies, whose revenues are expected to grow over 3.6x larger by value in 2026, will likely help propel center provision and innovation. These factors paint a promising picture for the industry players that offset rising input costs and adapt to new technologies.
According to M Capital Group: “Specifically, the long-term cost-saving opportunities available from the rise of remote managing will likely aid value growth for the industry. Through margin optimization and further availability of capital for reinvestment, strong players will maintain their competitive foothold, while weaker players exit the market to balance supply and demand.”
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Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
As Europe's leading economic powerhouse and the fourth-largest hashtag#economy globally, Germany stands at the forefront of innovation and industrial might. Renowned for its precision engineering and high-tech sectors, Germany's economic structure is heavily supported by a robust service industry, accounting for approximately 68% of its GDP. This economic clout and strategic geopolitical stance position Germany as a focal point in the global cyber threat landscape.
In the face of escalating global tensions, particularly those emanating from geopolitical disputes with nations like hashtag#Russia and hashtag#China, hashtag#Germany has witnessed a significant uptick in targeted cyber operations. Our analysis indicates a marked increase in hashtag#cyberattack sophistication aimed at critical infrastructure and key industrial sectors. These attacks range from ransomware campaigns to hashtag#AdvancedPersistentThreats (hashtag#APTs), threatening national security and business integrity.
🔑 Key findings include:
🔍 Increased frequency and complexity of cyber threats.
🔍 Escalation of state-sponsored and criminally motivated cyber operations.
🔍 Active dark web exchanges of malicious tools and tactics.
Our comprehensive report delves into these challenges, using a blend of open-source and proprietary data collection techniques. By monitoring activity on critical networks and analyzing attack patterns, our team provides a detailed overview of the threats facing German entities.
This report aims to equip stakeholders across public and private sectors with the knowledge to enhance their defensive strategies, reduce exposure to cyber risks, and reinforce Germany's resilience against cyber threats.
15. What we don’t see
What was the sample size?
How long did they run the test for?
Significance of results?
What was the target segment for the test?
Did they re-test ?
25. Brainstorm
We believe that changing X for Y customers will result in Z
#MEASUREFEST
X = variables you want to test
Y= target segment you want to run the test on
Z = the outcome i.e. change conversions or user behaviour
32. Interested in more Conversion Optimisation stuff?
Get the slides, resources and more
http://bit.ly/
digitaltonicmeasurefest
#MEASUREFEST
Follow me on twitter : @digital_tonic
Drop me a line : manuel@digital-tonic.co.uk