Web Analytics Congress 2013 a/b-test workshop
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Slides: http://ondi.me/wac2013
O N L I N E D I A L O G U E G u i d i n g y o u t o d i g i t a l m a t u r i t y
Wo r k s h o p We b A n a l y t i c s C o n g r e s s 2 0 1 3 / 0 3 / 1 3 , U t r e c h t , t h e N e t h e r l a n d s
A/B-test ing
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Slides: http://ondi.me/wac2013
1. Methodo logy 2. Too l s
3. Tes t i ng t i ps
To n W e s s e l i n g C h i e f C o n v e r s i o n O f fi c e r
O n l i n e D i a l o g u e
A/B-test ing
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1995
T h e fi r s t g r a p h i c a l w e b b r o w s e r s
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#measure
L o g fi l e a n a l y s e s
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Why?
To o p t i m i z e
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To improve
To g r o w
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We asked
… a n d i t w a s f u n t o d o !
Where can we improve? We took small steps So we could act now!
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T h e y d i d s o m e t h i n g e l s e …
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A m a z i n g
People
Knowlegde
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O u t o f r e a c h
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1999
O v e r s t o c k . c o m d e s i g n c h a n g e
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2002
O v e r s t o c k . c o m d e s i g n c h a n g e
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2005
O v e r s t o c k . c o m d e s i g n c h a n g e
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2010
O v e r s t o c k . c o m d e s i g n c h a n g e
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2013
O v e r s t o c k . c o m d e s i g n c h a n g e
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What happend to:
… a n d i t w a s f u n t o d o !
Where can we improve? We took small steps So we could act now!
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What ’s the d i f fe rence?
W i t h t h e o w n e r o f t h e l o c a l b a k e r y s t o r e ?
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@tonwesseling @onlinedialogue D i a l o g u e m o d e l – i m p r o v e d i a l o g u e i n s i g h t s
Company goals Customer goals €€€
Company
Behavior Behavior
Prospect / client
Mul< purpose
Mul<-‐ channel
Mul< phase
External influencers
Social environment Compe<tors Media
Knowledge
ACtude
Internal influencers
Time & Money
Personality
Internal influencers
Internal influencers Profile
Context
Knowledge
Tools
PlaHorm
Mo<va<on
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How to communicate
W i t h t h e b r a i n s o f y o u r v i s i t o r s
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Be l i ke B i l l
I n G r o u n d h o g d a y
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Be l i ke B i l l
A n d c o n v i n c e t h e b r a i n
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Do you know th is man?
W. E d w a r d s D e m i n g
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Deming Cyc le
Q u a l i t y m a n a g e m e n t
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Focus on qua l i t y
W h e n i t i s d e fi n e d b y t h i s r a t i o i t l e a d s t o r e s u l t s
results of work efforts quality = ___________________ total cost
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Focus on qua l i t y
W. E d w a r d s D e m i n g
“When you focus just on costs they will rise”
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Observat ion
J a p a n s t a r t e d t o l e a r n
+O PDCA Like the Toyota production system
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The Toyota way
C o n t i n u o u s i m p r o v e m e n t
Challenge (We form a long-term vision, meeting challenges with
courage and creativity to realize our dreams.)
Kaizen (We improve our business operations continuously,
always driving for innovation and evolution.)
Genchi Genbutsu (Go to the source to find the facts to make correct
decisions.)
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Kaizen
c o n t i n u o u s i m p r o v e m e n t p r o c e s s
改善
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K a i z e n – G o o d c h a n g e
“ Change for the better ”
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K a i z e n – G o o d c h a n g e
How to perform experiments using the scientific method
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Hypotheses
S t a t i s t i c a l h y p o t h e s i s t e s t i n g
Hypothesis"
Alternative"
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A/B-test ing
S m a l l s t e p s t o l e a r n h o w t o i m p r o v e t h e d i a l o g u e
Winner!"
Variation B"
Variation A"
Default"
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A/B-test ing matur i t y
Yo u s h o u l d s t a r t a t l e v e l 1 b u t m o v e f a s t t o l e v e l 3
Yeah, we kunnen
testen!"
Fase 1" Hoe halen we drempels weg?"
Fase 2" Welke informatie zoekt de gebruiker?"
Fase 3" Gespreksontwerp toepassen"
Fase 4" Gesegmenteerde dialogen"
Fase 5"
Laaghangend fruit
Direct resultaat
Leren
Personaliseren
Mo<veren
Maak niet uit wat we testen als we maar
testen!"
Waar kunnen we nu direct het verschil maken?"
Willen begrijpen hoe je de
bezoeker beter kunt servicen"
De stap van pagina
optimalisatie naar user flow optimalisatie"
Niet dezelfde dialoog voor
elke bezoeker"
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SAMEN mode l
L e t ’s d o i t t o g e t h e r
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SAMEN mode l
Te l l t h e s t o r y “ n a v e r t e l l e n ”
S" Start reason"
A"Analyze"
M"Make"
E"Evaluate"
N"Notify"
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S t a r t r e a s o n
“Without an analyzed reason to start, it does not make any sense to start at all.”!
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A n a l y z e
“Do you understand what is happening?”!
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M a k e
“You don’t make perfect designs in 1 time.!!Step by step we’ll grow to the final result.”!!Hypotheses based design!!
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E v a l u a t e
“Not only the conversion, look for insights!”!
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N o t i f y ( N a v e r t e l l e n )
“If someone can not reproduce your learnings… !Then, there were no learnings...”!
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Too ls !
E v e r y t h i n g i s a l r e a d y h e r e a s S a a S
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Too ls !
T h e t o o l s w e u s e t h e s e d a y s
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Star t reason
To o l s
Gebruikers Onderzoek (SurveyMonkey), Gebruikers wensen (Uservoice), Continue gebruikers feedback (GetSatisfaction, Kampyle), Analytics
trendbreuk notificaties (analytics pakket), Benchmark vergelijken (Trendspot), Markpositie veranderd (Mozenda / Yahoo Pipes), Social
(Finchline, Momentum), Intern (Basecamp / Yammer). "
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Star t reason
S u r v e y m o n k e y
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Star t reason
G e t s a t i s f a c t i o n . c o m
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Star t reason
K a m p y l e . c o m
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Star t reason
Tr e s h o l d s ! ( G o o g l e A n a l y t i c s )
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Star t reason
Tr e n d s p o t ( B e n c h m a r k i n g )
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Star t reason
M o z e n d a . c o m : c o m p e t i t v e i n f o r m a t i o n
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Star t reason
M o m e n t u m ( s o c i a l i n s i g h t s )
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Star t reason
I n t e r n a l i n s i g h t s ( Ya m m e r. c o m )
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Ana lyze
To o l s
Analytics pakket, Mousemaps en Screen recordings (Clicktale), Clickmaps (Crazyegg, Clicktale), Survey (SurveyMonkey), tijdelijke gebruikersfeedback (Qualaroo, 4Q en eigen tool (met Google Analytics)), Usability feedback (Feedbackarmy.com, Usertesting.com, Conceptfeedback.com), Interne feedback (notableapp.com)."
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Ana lyze
G e t y o u r t a g m a n a g e m e n t r i g h t ! ( Q u b i t o p e n t a g )
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Ana lyze
C l i c k t a l e . c o m
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Ana lyze
Q u a l a r o o . c o m
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Ana lyze
U s e r t e s t i n g . c o m
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Ana lyze
N o t a b l e a p p . c o m
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Make
To o l s
Wire-Frames (Mockflow.com), Concept testing (Verifyapp.com), Clickable demo’s / usability (Soldifyapp.com), Usability feedback (Feedbackarmy Usertesting, Conceptfeedback, usability test), Interne feedback (Notableapp.com), Test bouwen / uitvoeren (via CMS & script of VWO of Optimizely), Targeting (Personyze, Conductrics)."
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Make
M o c k fl o w. c o m
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Make
Ve r i f y a p p . c o m
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Make
S o l d i f y a p p . c o m
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Make
V i s u a l w e b s i t e o p t i m i z e r . c o m ( t e s t i n g )
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Make
P e r s o n y z e . c o m ( t a r g e t i n g )
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Make
C o n d u c t r i c s . c o m ( R T D )
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Eva luate
To o l s
Analytics pakket (segmenten), Mousemaps en Screen recordings (Clicktale), Clickmaps (Crazyegg, Clicktale), Survey voor NPS / CES (SurveyMonkey)."
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Eva luate
D i v e i n t h a t d a t a !
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Eva luate
D o n ’ t f o r g e t t h e w h y !
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Eva luate
M e a s u r e l i f e t i m e v a l u e i n d i c a t o r s
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Not i f y
To o l s
Learnings bord, Learnings boekje, Powerpoint single slide learning (voor mail, maar ook voor op TV’s), Gedrags persona’s / Huisstijl update, Test / learnings archief (spreadsheet), intern (intranet, yammer, basecamp) en externe publicaties."
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Not i f y
S p r e a d k n o w l e d g e
Publish & Promote
your insights!
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Test t ips
B u t y o u w i l l l e a r n f r o m e v e r y t e s t !
“ Not every test
will improve conversion ”
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Test t ips
M o v e o n a n d y o u ’ l l s e e
“ You will learn
you should target ”
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Psycho logy
W h e e l o f p e r s u a s i o n
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Test t ips
A b n a m r o . n l : L a n d i n g p a g e s
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Test t ips
C a l i f o r n i a c l o s e t s . c o m : L a n d i n g p a g e s
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Test t ips
P e r r y s p o r t . n l – l a n d i n g p a g e m e s s a g i n g
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Test t ips
A l p h a e c o l o g i c a l . c o m : F o r m l o c a t i o n
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Test t ips
J u l e s . f r : S h o p p h o t o s
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Test t ips
K r a s . n l : F o o t e r
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Test t ips
We h k a m p . n l : P r i n c i n g
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Test t ips
K i c k z . c o m : p r i c e f o c u s ?
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Test t ips
D e s k a w a y. c o m – “ u g l y b r o t h e r ” p r o d u c t
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Test t ips
C D F n e t w o r k s . c o m – F o r m l a y - o u t
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Test t ips
G s m s t u n t e r . n l – i n t e r n a l s e a r c h
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Test t ips
B i j e n k o r f . n l : p o i n t - o f - a c t i o n s
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Test t ips
A c t i e v a n d e d a g . n l : C TA m o b i l e p r o o f
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Test t ips
B a s e c a m p h q . c o m – n e x t a c t i o n
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Test t ips
K r a s . n l - c h e c k m a r k s
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Test t ips
V G Z . n l - c h e c k m a r k s
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Test t ips
H o t e l s c h i p h o l . n l - c h e c k m a r k s
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Test t ips
T h e c o r k s c r e w. i e - d i s c o u n t
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Test t ips
B o l . c o m – l i k e p o s i t i o n i n g
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Test t ips
I n s h a r e d . n l – S t i c k y c o n t e n t
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To do:
T h a n k y o u ! S l i d e s : h t t p : / / o n d i . m e / w a c 2 0 1 3
Optimize your dialogue Focus on quality
Spread your knowledge