These are the slides of the A/B Testing 101 live webinar.
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Topic: A/B testing 101
Date: 16th May 2017 – 6.30pm, CEST
Location: Online (Sign up for the link!)
Brief: In this 30 minutes webinar I’ll give you an introduction into A/B testing. What is A/B testing? Why is it needed? The 5+1 rules of A/B testing. How to set it up? How to evaluate? Some A/B testing pitfalls to avoid. With case studies and with my personal best practices.
It’s for you if you are: a business/marketing professional running an online business (startup, ecommerce, etc). Or an aspiring data analyst/scientist.
Agenda:
- Intro: A story, where analytics has failed.
- What is A/B testing? Why is it needed?
- Case studies, examples.
- The 5+1 rules of A/B testing.
- How to evaluate an A/B test?
- Pitfalls to avoid.
- Q&A
3. the pictures are illustrations
Anna Eva
“I really like your sweater, so I think
we could hang out in the next lunch
break. XOXO”
“I really like your backpack, so I think
we could hang out in the next lunch
break. XOXO”
twitter: @data36_com
4. 0% conversion 0% conversion
the pictures are illustrations
Anna Eva
“I really like your sweater, so I think
we could hang out in the next lunch
break. XOXO”
“I really like your backpack, so I think
we could hang out in the next lunch
break. XOXO”
twitter: @data36_com
10. “Those visitors, who watched it, registered to the service
with a +30% probability!”
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ONLINE SAAS COMPANY
Data analysis shows:
Situation: There is a 5-mins video on the support site.
11. “Those visitors, who watched it, registered to the service
with a +30% probability!”
twitter: @data36_com
ONLINE SAAS COMPANY
Data analysis shows:
Conclusion:
“The video plays a significant role in the registration flow,
move it to the front page!”
Situation: There is a 5-mins video on the support site.
12. “Those visitors, who watched it, registered to the service
with a +30% probability!”
twitter: @data36_com
ONLINE SAAS COMPANY
Data analysis shows:
Conclusion:
“The video plays a significant role in the registration flow,
move it to the front page!”WRONG
Situation: There is a 5-mins video on the support site.
25. The only way to find it out:
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A/B testing
26. 1. Do a 50-50% split.
Test Group: remove the video
Control Group: keep the video
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27. 1. Do a 50-50% split.
Test Group: remove the video
Control Group: keep the video
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2. Do a 50-50% split.
Test Group: move the video to the
front page
Control Group: don’t move the video
37. 1. Define measurable goals before the test
2. The different versions should run parallel
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38. 1. Define measurable goals before the test
2. The different versions should run parallel
3. The test and the control group should be
selected randomly
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39. 1. Define measurable goals before the test
2. The different versions should run parallel
3. The test and the control group should be
selected randomly
4. Don’t let the Users to know they are taking
part in the test
twitter: @data36_com
40. 1. Define measurable goals before the test
2. The different versions should run parallel
3. The test and the control group should be
selected randomly
4. Don’t let the Users to know they are taking
part in the test
5. Before evaluation - look at significance level
twitter: @data36_com
41. 1. Define measurable goals before the test
2. The different versions should run parallel
3. The test and the control group should be
selected randomly
4. Don’t let the Users to know they are taking
part in the test
5. Before evaluation - look at significance level
twitter: @data36_com
42. 1. Define measurable goals before the test
2. The different versions should run parallel
3. The test and the control group should be
selected randomly
4. Don’t let the Users to know they are taking
part in the test
5. Before evaluation - look at significance level
+1 Change one thing at a time
twitter: @data36_com