Streamlining Python Development: A Guide to a Modern Project Setup
Create A/B tests with the Google Tag Manager
1. SET UP (AND
ANALYZE) YOUR
A/B TESTS LIKE A
BOSS
USING THE GOOGLE TAG MANAGER
JULES STUIFBERGEN – CONVERSION HOTEL 2014
2. TOPICS FOR THIS
SESSION
• Two ground rules
• The added value of commercial tools
• What type of A/B tests am I talking about
• Can we replicate this functionality (using GTM)
• For free
• For kicks
• Because we can!
• Let’s find out!
3. A/B TESTING RULE 1:
RANDOMNESS
Visitors enter your experimentation zone
They’re assigned to a
variation (A or B)
randomly.
Then, they’re part of your
experiment.
4. A/B TESTING RULE 2:
CONDITIONS STAY THE SAME
Visitors are in the same condition, always.
Condition A
Condition B
7. WHAT TYPE OF TESTS
AM I TALKING ABOUT
• Same URL / page group
• Content manipulation with Javascript / jQuery
Meet jQuery. A big fat
Javascript library
8. LET’S REPLICATE THE
LOGIC
Pseudo code for a visitor entering the experiment
1. Does the visitor have a valid cookie?
1. Yes: set the condition variable w/ cookie value
2. No: Roll a dice and assign condition A or B
2. Store the condition in the cookie
3. Load the code for A or B
1. Javascript / jQuery code
2. Google Analytics code