What is A/B testing? A SCIENTIFIC METHOD OF PROOF WHAT IS A/B TESTING FOR MARKETING • A scientific method adapted for marketing • Compare two or more versions of an asset to each other • Use data and statistics to determine which version is better • Implement winner and increase conversions HOW DOES A/B TESTING WORK? SO WHY DO WE A/B TEST? • Lowers risk • Helps us realize the actual impact of proposed changes • Increase learnings • Takes the guess work out of optimization How 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, etc. * at least not until you have found a great variation and have lots of traffic 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 an audience/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 By focusing on the benefits of Kissmetrics instead its features (A), We will get more prospects to sign up for a trial (B), Because people understand the value of the product (C). BUILD THE TEST VS. Control Variant MEASURE THE TEST VS. Control Variant LAUNCH THE TEST CALL THE TEST VS. Control Variant +17.74% increase in registrations!! 98% 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 A STORY OF OUR FAILURE VS -13.68% increase in registrations!! 80% Significance NOT ALL TESTS ARE WINNERS ““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 Tooltips AND BURGERS How I like my testing burger Tooltips for your testing framework Tool Company Why do I like it? 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 REPEAT THE PROCESS AS OFTEN AS POSSIBLE FEEL LIKE A WINNER AND TAKE A VACATION Get Our Free PDF Guide to A/B Testing