Featuring speakers from eBay Classifieds Group Esben Rasmussen, Senior iOS developer, eBay Classifieds Group Jeppe Dyrby, Senior Web Developer, eBay Classifieds Group With over 1.2 million apps in the App Store, it's never been more important to ensure you're delivering experiences that activate and retain your mobile app users. Just thinking about where to begin can be daunting. Do you start by testing your onboarding flow or your conversion funnel? New navigational elements or in-app promotions to drive conversions? The possibilities are endless, which is why it's critical to have a thoughtful approach to developing a testing roadmap that will take your app to the next level. Join us for a deep dive into how the eBay Classifieds team built a comprehensive testing and optimization program to grow their global business.

1. #opticon2015
10 secrets to building
an amazing mobile
testing roadmap
Esben Rasmussen
Full time A/B test on iOS, Sr.
iOS dev
esrasmussen@ebay.com
Jeppe Dyrby
Full time A/B test on web, Sr.
Frontend
jeppe.dyrby@ebay.com
@bobslaede@esbenr42

2. history

3. Team lead
Backend dev
Frontend dev Mobile dev
Intern
Biz-dev manager
Product owner
the tenzing team
1. put together a great team
EsbenJeppe

4. Tenzing Norgay
2. come up with a great team name

5. 3. motivate your team
NPS & Finances
/u/tylersburden

6. the test
public persona
variation #1 as a male variation #2 as a female

7. the test
public persona
variation #1 as
a dialog in the
end
variation #2 as
an inline
message
during product
selection

8. 4. define your testing roadmap
public persona
simplify category picker
change headings
add graph
create button
on receipt
try wizard flow
free samples
“how to”
create good ad

9. 4. define your testing roadmap
public persona
simplify category picker
change headings
add graph
create button
on receipt
try wizard flow
free samples
“how to”
create good ad

10. 4. define your testing roadmap

11. Effort
UX/NPS
4. define your testing roadmap

12. 5. have a test strategy
positions
sizes colors
wording graphics
features
flows

13. 5. have a test strategy

14. 6. visualize your workflow
Theme 1:
Sell Your
Item
Theme 2:
Value
Proposition

15. Hypothesis: By showing a message
to the user when inserting an ad, she
will buy one of our products
Method: Show urgency message with
friendly persona, when the bundle
section is in view
Measure: E-commerce tracking, and
optimizely events for selection of
bundles when submitting.
a hypothesis for the board

16. 7. implement your test

17. 8. measure the outcome
Bermuda triangle of
tracking

18. 9. learn

19. public persona
this was a bit too
much
this little guy was
all that was
needed

20. public persona
female dominated category: children’s clothes
male dominated category: cars
male female

21. public persona
got implemented
everybody likes this fellow guys selling cars did not like
this lady

22. 10. make the decision
clean + implement
redefine and rerun
didn’t work, move on

23. buttons with prices
upsell buttons
original runner up winner
got implemented

24. 11. turn it up to eleven

25. #opticon2015
Thank you!
Esben Rasmussen
Full time A/B test on iOS, Sr.
iOS dev
esrasmussen@ebay.com
Jeppe Dyrby
Full time A/B test on web, Sr.
Frontend
jeppe.dyrby@ebay.com
@bobslaede@esbenr42