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Streamline Your AB Testing
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Learn how to do smarter A/B tests and optimize conversion faster. This webinar dives deep into insight-oriented, data-driven approach of remote user research and testing. You will know how to chose the best set of online tools that will help you to understand user behavior and inspire you in your A/B testing projects.
Bartosz MozyrkoSeguir
Product ManagerPublicidad
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Streamline Your AB Testing
- Streamline Your A/B Tests Learn how to do smarter A/B tests inspired by remote user research
- Remote User Research Research in which participants and researchers do not interact in-person with users. 2/32
- Quick Poll Who used remote user research tools before? 3/32
- Business Need Where do you get ideas for AB Testing? 4/32
- AB Testing Takes Time 5/32 http://www.chasedumont.com/images/a-b-test-0.jpg
- Solution 1. Ask - engage users and find out more about their needs, pain points 6/32
- Solution 1. Ask - engage users and find out more about their needs, pain points 2. Observe - see your website from the users’ perspective and learn from their behavior 7/32
- Other Ways of Getting Ideas • Web Analytics • Visual Analytics • Moderated Usability Testing • In-Depth Interviews • Customer Issue Categorization • Brainstorming 8/32
- Remote User Research Benefits • Context-driven • Cheap • Simple • Fast • Flexible 9/32
- The Process 1. Design the study 2. Recruit participants 3. Launch 4. Analyze results 5. Include results in AB Testing project 10/32
- Data Source & Approach 11/32 What people do (behavior) What people say (opinions) Why & how to fix (qualitative) How many & how much (quantitative)
- Data Source & Approach 12/32 What people do (behavior) What people say (opinions) Why & how to fix (qualitative) How many & how much (quantitative) Automated Live Moderated Self-Moderated Automated Static Feedback Widgets
- Data Source & Approach 13/32 What people do (behavior) What people say (opinions) Why & how to fix (qualitative) How many & how much (quantitative) Automated Live Moderated Self-Moderated Automated Static Feedback Widgets
- Basic Categories • Moderated • Self-moderated • Feedback Widgets • Automated Live • Automated Static 14/32
- Moderated 15/32
- Moderated Overview: • Live interviews with sound and audio • You see how users perform tasks in natural environment • You can talk with users while they’re using your website Services: 16/32
- Self-Moderated 17/32
- Self-Moderated Overview: • Recorded sessions with sound and audio • You see how users perform tasks in natural environment • Results are delivered quickly Services: 18/32
- Feedback Widgets 19/32
- Feedback Widgets 20/32
- Feedback Widgets Overview: • Continuously measure and improve visitor satisfaction • Good for collecting bugs and suggestions • Feedback forms are fully customizable Services: 21/32
- Automated Live 22/32
- Automated Live 23/32
- Automated Live 24/32
- Automated Live 25/32
- Automated Live Overview: • Evaluate web usability by testing large quantities of people • Metrics: task completion rates, number of clicks, time on task • Benchmark your website against competition Services: 26/32
- Automated Static 27/32
- Automated Static Overview: • Collect feedback on layouts, mockups, marketing creations • You can be very precise about what you ask • Great for testing out ideas before implementation Services: 28/32
- There’s More… 29/32
- Useful Tips 1. Combine different methods 2. Test continuously 3. Define relevant participants 4. Keep it short and simple 5. You never know what you don't know 6. Always look for an inspiration 30/32
- Always Look For an Inspiration 31/32 http://uxmag.com/sites/default/files/uploads/livefyre-images/004Usabilla-adding-questions.jpg
- Special for Today’s Attendees Coaching session with UsabilityTools expert Topics: • Kick Start Your Conversion Rate Optimization • Shape up User Experience of Your Website b.mozyrko@usabilitytools.com 32/32
Notas del editor
- Definition Traditionally, user research involves directly observing and talking with people in the context of their work. Researchers have travel to observe users in their natural environments or users/participants travel to a usability lab or focus-group facility. This is a solid source of user feedback and insights, unfortunately it’s expensive and time consuming. Remote user research on the other hand allows researchers and users to interact remotely. Remote user research can be either: moderated when the researcher and the participants go through the research activity together, or unmoderated when the researcher is not involved during the study. Survey is an example.
- In very curious if you’re here participating with a background knowledge on remote research. Great, that’s something that I was hoping for I’ll try to present in the way everybody could understand
- 1) Usually if you see that’s something’s wrong in GA paned you’d jump to AB testing. 2) How do you know which changes will bring significant improvement to your website? People assume once they have the AB Testing software they can test everything
- 1) Unfortunately this takes time. AB Test can last weeks or event months until you get statistically significant results 2) I’d assume that you don’t want to waste your valuable traffic on that
- So, what you have to do is to take a step back, and instead of guessing what the data means and shooting blind AB tests, validate your assumptions firs with website visitors. You can ask your users directly
- 1) Or watch how they interact with your service or product
- There are also many other ways to that you can get the ideas from, but we’ll not cover them in the webinar. They range from analyzing your analytics to talking with the customer support department to brainstorming. If you want to know more you can reach out to me after the webinar, and I’ll be more than happy to share what I know
- Getting back to remote. Context-driven – Remote research allows users to use their own computers, letting you and your team see how they set up their desktop, navigate within website, and use tabs, for instance. This gives insight into how people work in their natural environment, Cheap – is a great solution for teams if you have limited budget; Scheduling a series of online studies can be far less costly than traveling around the the world in search for perfect target group. Simple – most of the tools automatically collect, analyze, and present data in useful visualizations, eliminating time-consuming data collection, organization Fast – usually it takes hours from launch to collect the results Flexible – you can start/stop any time, launch many small test at the same time Remote research lets you include people who would otherwise be left out, so you can have a more representative sample. With no geographical limits and higher numbers of participants, you can aim to get a truly representative sample of your users
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