How to run and A/B test using Google Experiments and Optify's landing pages

1. Landing
Page
A/B
Tes/ng
AN
OPTIFY-­‐GOOGLE
ANALYTICS
USE
CASE

2. What’s
A/B
Tes/ng
Page
2
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy

3. Managing
Mul/ple
A/B
Tests
-­‐
Example
Tested
Variables
Image
Form
fields
BuOon
Color
Control
✔
4
Red
Varia/ons
Treatment
1
✔
4
Blue
Treatment
2
✔
5
Red
Treatment
3
✗
4
Red
Page
3
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy

4. Our
Test
–
Image
vs.
No
Image
Page
4
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy

5. Hypothesis
• Define
the
hypothesis:
“A
landing
page
with
an
image
will
have
a
higher
conversion
rate
than
a
landing
page
with
no
image.”
• Make
sure
you
are
only
tes/ng
one
variable
and
keeping
everything
else
constant
• A/B
tes/ng
doesn’t
mean
you
need
to
have
only
two
versions,
it
just
means
that
for
every
two
varia/ons
you’re
going
to
test
one
variable
• Remember
to
set
the
success
metric
(decision
rule)
beforehand
–
there
can
only
be
one
Page
5
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy

6. Building
the
varia/ons
Page
6
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy

7. Sedng
up
Google
Experiments
Page
7
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy

8. Pudng
the
measurements
in
place
Page
8
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy

9. Sedng
up
the
content
swap
Page
9
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy

10. Tes/ng
the
experiment
Page
10
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy

11. Launching
the
experiment
Page
11
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy

12. Driving
traffic
to
the
page
Page
12
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy

13. Measuring
the
results
Page
13
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy

14. Is
it
sta/s/cally
significant?
Page
14
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy

15. Declare
a
“champion”
and
test
again
Number
of
fields?
Page
15
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy

16. Oh,
and
don’t
forget
to
stop
the
experiment…
Page
16
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy

17. Addi/onal
resources
• hOp://www.smashingmagazine.com/2010/06/24/the-­‐ul/mate-­‐guide-­‐to-­‐a-­‐b-­‐
tes/ng/
• hOp://searchenginewatch.com/ar/cle/2196754/8-­‐Rules-­‐of-­‐AB-­‐Tes/ng-­‐The-­‐
Art-­‐in-­‐Marke/ng-­‐Science
• hOps://www.op/mizely.com/wha/sabtes/ng
Page
17
Landing
Page
A/B
Tes/ng
with
Google
and
Op/fy