Getting Started with Server-Side Testing
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Transcript of Getting Started with Server-Side Testing
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Getting started with server-side testing
Dennis Pavlina and Thomas Davis
WiderFunnel Strategist and WiderFunnel Web Developer
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● The presentation deck and recording will be available to you after the webinar.
● Feel free to ask questions during the presentation, using the Question panel.
Housekeeping
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Dennis Pavlina, WiderFunnel Strategist
● Oversees experimentation strategy for some of WiderFunnel’s most notable full stack clients
● Guest lectures at local design and tech institution, RED Academy
Your Presenters
Thomas Davis, WiderFunnel Developer
● The go-to guy for server-side experiment development
● Instructor and mentor at local coding bootcamp, Lighthouse Labs
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● Why adopt server-side testing?
● Laying the foundation for server-side testing
● Technical best practices
● Fostering server-side testing long-term
What We’ll Cover
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Why Server-Side?
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What is Server-Side Testing?
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What is Server-Side Testing?
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The Possibilities of Server-Side
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The Possibilities of Server-Side
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The Possibilities of Server-Side
● Improved user experience
● Ability to open up testing to back-end changes
● Feature testing
● Faster implementation of winning variations
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Server-Side Experiment Example: Algorithms
Displaying “Other Products
You Might Be Interested In”
as opposed to “Frequently
Purchased With” products
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Server-Side Experiment Example: Onboarding flows
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Server-Side Experiment Example: Trial durations
Identifying whether more
users sign up when given a
7 day trial versus 14 days or
30 days.
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Evaluating Opportunities for Server-Side
Accessibility Depth Goals Channels
WYSIWYG vs. Dev team Styling vs. Functionality Engagement vs. LTV Web vs. Multi-Channel
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Laying the Foundation for Server-Side Testing
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Define your success metrics: Identify new goals
Server-Side
● Rate of visitors who complete all onboarding steps● Rate of visitors who convert to paid signup within 24 hours● Rate of visitors who follow 5 or more people during onboarding
Client-Side
● Signups● Blog subscriptions● Visits to key pages
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Define your success metrics: Place value on feature testing
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Define your success metrics: Set the right timeline expectations
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Full Stack Best Practices
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● Eliminate the difficulty of integration
● Principle of “separation of concerns”
● Easily testable
● Doesn’t intrude on feature builds
It’s all about Middleware
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Activate the experiment
Monkey Patch the res.send method
Serve the correct variation
Original Route method remains untouched
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● Moves targeting to the Optimizely tool / Optimization specialist
● Can target anything from pages to device types
● Experiments become more dynamic (Not hardcoded)
Targeting through Attributes
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Find the current page, return as an object
Send attributes and return the correct variation
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Working with SPA’s
● Use getVariation() to get users into variation without tracking them
● Route to activate user later / Front End JS SDK
https://www.myawesomesite.com/activate?test=wf_test&user=xxxxxxxxxxx
● Create top level A/B testing components if using React or Vue
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● Setup all global events first (i.e. page visits, revenue tracking)
● May need a ‘AJAXable’ route for UI component goals /
Alternatively use the client-side JS SDK
● Make naming conventions specific and namespaced
products-index/add-to-cart-cta
Custom Event Set up
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● Have a roadmap for the installation process
● Use cookies or webhooks when dealing with page caching reverse
proxies
● Random string vs. database user ID to identify the Optimizely user
● Test Driven Development (TDD)
Tips and “Got ya’s”
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Get Optimizely X Full Stack
Get the Resources You Need
Gather and educate the right talent
Coordinate the effort via dedicated team leaders or an agency partner
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Identify the Best First Experiments
Hypotheses Potential Importance Ease PIE Score
Hypothesis #1
Web analytics
Heuristic analysis
Voice of customer
Cost
Traffic volume
ROI
Technical
“Political”
8 7 7 7.3
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Hypothesis 2Displaying a free trial countdown timer on the dashboard will increase the rate of users who convert to a paid account.
Identify the Best First Experiments
Hypothesis 1Removing all optional steps from the onboarding flow will increase the rate of users who convert to a paid account.
Hypothesis 3Automatically filling in location-specific information in the paid signup form fields will increase the rate of users who convert to a free account.
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Identify the Best First Experiments
Hypotheses Potential Importance Ease PIE Score
Remove optional steps
Countdown timer
Pre-filled form fields
8 9 9 8.7
6 8 8 7.3
6 8 5 6.3
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The Long-Term Vision
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Combining Client-Side & Server-Side
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Work to establish a “We should test that” culture:
● Dedicated brainstorming sessions● Regular lunch and learns● Review assumptions and status quo● Company-wide results/insights updates
Experimentation Culture
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Q&A
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Thank you!