Webshop Wednesday #11: Best Practices and Lessons Learned from 100,000 A/B Tests, Martijn Geerlings/Optimizely
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The basics you should take a look at before starting A/B testing.
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Webshop Wednesday #11: Best Practices and Lessons Learned from 100,000 A/B Tests, Martijn Geerlings/Optimizely
- 1. Best Practices and Lessons Learned from 100,000 A/B Tests Martijn Geerlings Thursday, November 28, 13
- 2. Is de (klant) reis... belangrijker dan de bestemming? Thursday, November 28, 13
- 3. 2009! Thursday, November 28, 13 2010! 2011! 2012! 2013!
- 4. Lessons Learned Thursday, November 28, 13
- 5. Lesson #1: Define success . Thursday, November 28, 13
- 6. Thursday, November 28, 13
- 7. Lesson #1: Define Thursday, November 28, 13 success .
- 8. Lesson #1: Define quantifiable success metrics. Thursday, November 28, 13
- 9. Thursday, November 28, 13
- 10. visitors per day Thursday, November 28, 13 Visit
- 11. visitors per day Thursday, November 28, 13 Visit sign up rate Email
- 12. visitors per day Thursday, November 28, 13 Visit sign up rate Email $ per recipient $
- 13. visitors per day Thursday, November 28, 13 Visit sign up rate Email $ per recipient $
- 15. 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 Thursday, November 28, 13
- 16. Button: “Sign Up” Thursday, November 28, 13
- 17. Button: “Learn More” Thursday, November 28, 13
- 18. Button: “Join Us Now” Thursday, November 28, 13
- 19. Button: “Sign Up Now” Thursday, November 28, 13
- 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 Thursday, November 28, 13
- 21. Media: “Get Involved” Thursday, November 28, 13
- 22. Media: “Family” Thursday, November 28, 13
- 23. Media: “Change” Thursday, November 28, 13
- 24. Media: “Barack’s Video” Thursday, November 28, 13
- 25. Media: “Springfield Video” Thursday, November 28, 13
- 26. Media: “Sam’s Video” Thursday, November 28, 13
- 27. 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 Thursday, November 28, 13
- 28. 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 Thursday, November 28, 13
- 29. 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 Thursday, November 28, 13
- 30. Splash page experiment Thursday, November 28, 13
- 31. Splash page experiment Thursday, November 28, 13
- 32. Splash page experiment Thursday, November 28, 13
- 33. 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 Thursday, November 28, 13 712,000 $143,000,000
- 34. 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 Thursday, November 28, 13 712,000 $143,000,000
- 35. 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 Thursday, November 28, 13 712,000 $143,000,000
- 36. Lesson #1: Define quantifiable success metrics. Thursday, November 28, 13
- 37. Lesson #2: Less is more. Reduce choices. Thursday, November 28, 13
- 38. vs. Thursday, November 28, 13
- 39. vs. +8% engagement Thursday, November 28, 13
- 41. vs. Thursday, November 28, 13
- 42. vs. +14.8% conversion rate Thursday, November 28, 13
- 43. Lesson #2: Less is more. Reduce choices. Thursday, November 28, 13
- 44. Lesson #3: Words matter. Focus on your call to action. Thursday, November 28, 13
- 45. Donation button experiment Variations Thursday, November 28, 13
- 46. 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% Thursday, November 28, 13 Signed Up, Never Donated 0.0% Variations Never Signed Up +2.9% +18.4%
- 47. vs. Thursday, November 28, 13
- 48. vs. Thursday, November 28, 13
- 49. vs. +14.6% clicks Thursday, November 28, 13
- 50. Lesson #3: Words matter. Focus on your call to action. Thursday, November 28, 13
- 51. Lesson #4: Fail fast. Thursday, November 28, 13
- 52. vs. Thursday, November 28, 13
- 53. vs. -10% conversions Thursday, November 28, 13
- 54. vs. Thursday, November 28, 13
- 55. vs. -10% conversions Thursday, November 28, 13
- 56. Lesson #4: Fail fast. Thursday, November 28, 13
- 57. Lesson #5: Seek the Global Maximum. Thursday, November 28, 13
- 58. Thursday, November 28, 13
- 59. Thursday, November 28, 13
- 60. Thursday, November 28, 13
- 61. Thursday, November 28, 13
- 62. Thursday, November 28, 13
- 63. +0.5% Retention +1.4% Engagement Thursday, November 28, 13
- 64. Lesson #5: Seek the Global Maximum. Thursday, November 28, 13
- 65. 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. Thursday, November 28, 13
- 66. Thursday, November 28, 13
- 67. One more thing... Thursday, November 28, 13
- 68. 6000+ happy testers Start Today! Thursday, November 28, 13