Taking A/B testing to the next level - Learn from the best:
Transcript of Taking A/B testing to the next level - Learn from the best:
![Page 1: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/1.jpg)
ADVANCED A/B TESTINGBRUNO DILLEN
![Page 3: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/3.jpg)
LIMITATIONS OF A/B TESTING TOOLS
![Page 4: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/4.jpg)
Novelty & primacy effect
![Page 10: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/10.jpg)
Multiple goals
![Page 12: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/12.jpg)
BUILD YOUR OWN
![Page 13: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/13.jpg)
How does it work1. Check if your visitor is a recurring visitor and has seen one of
your versions before (cookie)2. Decide on which A/B/x version to show to your visitor: if
recurring visitor check cookie versionif new visitor % split
3. Set cookie so this visitor will receive same version in later visits
4. Send version number to Google Analytics in custom dimension (or custom variable)
5. Display version according to our script 6. Set up custom segments in GA to analyze results
![Page 14: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/14.jpg)
What are we testing?
![Page 15: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/15.jpg)
The code
1. Check if your visitor is a recurring visitor and has seen one of your versions before (cookie)
2. Decide on which A/B/x version to show to your visitors: new visitor % split, recurring visitor coookie version
3. Set cookie so this visitor will receive same version in later visits
![Page 16: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/16.jpg)
The code
4. Send version number to Google Analytics in custom dimension (or custom variable)
![Page 17: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/17.jpg)
The code
5. Display version according to our script
![Page 18: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/18.jpg)
The code
6. Set up custom segments in GA to track usage data
![Page 19: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/19.jpg)
Result?
![Page 20: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/20.jpg)
DECIDING ON WHAT TO TEST
![Page 24: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/24.jpg)
Prioritisation model
StrategieRemarketingAdwordsCRMOn-siteSEOAffiliates
![Page 25: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/25.jpg)
Prioritisation model
![Page 26: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/26.jpg)
Where to look for inspiration?
Total page contribution = Unique Pageviews x Page Value
![Page 27: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/27.jpg)
FAQ pages
![Page 28: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/28.jpg)
SOME OF THE BEST CASES
![Page 33: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/33.jpg)
Multi-page forms
![Page 34: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/34.jpg)
![Page 37: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/37.jpg)
02/05/2023 © Thes Days Y & R
A/B testing SEO
Example: title testing
version A: [product name] amigurumi pattern – Amigurumipatterns.netVersion B: Free [product name] amigurumi pattern
![Page 38: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/38.jpg)
Results
![Page 39: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/39.jpg)
Found project on Pinterest
![Page 40: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/40.jpg)
A/B testing SEO: correct flow
1. Determine random division of pages from a certain template (database id even (=version A) / uneven (=version B) could be perfect).
2. Set up a custom dimension (or custom variable) in Google Analytics and send version A and B3. Let the website continue for at least a few weeks, so you can establish the baseline for your A
and B versions4. Implement the A/B test by updating title tags for version B only5. Wait and see if your custom dimension (version B) evolves differently to version A6. If version B sees increased landings through search engines, copy your best practice to
version A, wait, and see if you end up with an increase in version A as well
![Page 41: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/41.jpg)
TAKEAWAYS
![Page 42: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/42.jpg)
• Current A/B testing tools severely limit your options
• Improve your A/B testing significantly by creating your own tool
• Integrate with your central data source for analysis (Google Analytics)
• You can test pretty much anything: navigation, page templates, form funnels, social media clicks, SEO tactics, ...
• Keep testing to keep winning!
![Page 43: Taking A/B testing to the next level - Learn from the best:](https://reader036.fdocuments.net/reader036/viewer/2022070521/58efa6be1a28abe4538b45a7/html5/thumbnails/43.jpg)
THANKS FOR YOUR ATTENTION
These Days Y&R Generaal Lemanstraat 47 box 2, 2018 Antwerp (Belgium) - T +32 (0) 3 286 44 50 - F +32 (0) 3 286 44 51 [email protected] www.thesedays.com© These Days Y & R