cat u pub ab testing program ideas 7 22-15
TRANSCRIPT
How to build the perfect website with A/B Experiments
What is a good conversion rate?
2.2%
3.4%
1.7%
4.5%
What is a good conversion rate?
There is no such thing as a good conversion rate…it is a mythological creature!
The purpose of improving conversion…
Agenda
• The new world of A/B experiments
• Three different types of experiments
• Experiment examples and results
• The future of A/B experiments
Old Objections to A/B split testing
• Setting up experiments will mean making changes to the site.
• Can’t do…I’ve got a six month backlog in website projects
• Website changes are expensive; I don’t have the budget
• Every time I make a change to my website something breaks.
• My ecommerce platform doesn’t allow me to change the things I want to test.
• My ecommerce platform doesn’t allow me to split test
The Solution for A/B experiments
Third-party software
• Use built-in design studio to create changes; wyswyg or direct html/javascript control
• No changes to the platform code to execute the test, so doesn’t affect current development or risk breaking anything on the site.
• Very fast, easy, inexpensive to set-up experiments.
Everyday Experiments
• Everyday experiments = continually run and measure A/B tests on your website.
• Much like your email campaigns, plan and build experiments in advance and launch them at the appropriate time – always have an experiment running.
• Experiments are not a big event; part of your everyday marketing.
Everyday Experiments Results
17%
14%
70%
Types of Experiments: 1 – Reduce Friction
A lot of Friction
A lot easier
Friction on the product page
Removing Friction
1.
2.
3
Product page add to cart results
Product Page Order results
Product Page Revenue results
Types of Experiments: 2 – Add Urgency
Urgency – Stock Status Messaging
Urgency with stock status messaging
Urgency Message – Orders results
Urgency with stock status messaging
Urgency Message – Orders results
Types of Experiments: 3 – Merchandising
Merchandising: Category Sort Order
Merchandising Category Sort Order
Merchandising – Category Sort Order
Merchandising – Category Sort Order
Short Term Next Frontier -- Personalization
Real Next Frontier -- Audiences
Measure the effect of changes on the website at the audience level and across all transactional channels
Questions?
Questions?
