A/B testing for UX and CRO

1. Making the right call
A/B testing for UX & CRO
Ionut Maxim | Winter Web Workshop | December 7 - 8 2013

2. Ionut Maxim
● web designer @ XWiki SAS
● 13 years of exploring the Internet
● 7+ years as a professional in design & frontend development
● interested in delicious music, psychology and
good food

3. What’s A/B testing ?
a) a way to question the present
b) a way to test theories
c) an opportunity to gather insights
d) a way to improve your future work
e) a way to kill / promote bold paths
f ) a way to silence marketing & management

4. Where would you use it ?
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websites
mobile websites
mobile apps
facebook apps
in a dialog

5. Why use it ?
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User eXperience improvements
Conversion Rate Optimisation
Increase $ales
Shut up amateurs
Explore opportunities
Avoid possible conflicts

6. Who is it for ?
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web designers ;)
interaction designers
developers
sales & marketing
entrepreneurs
support

7. How does it work ?
1.
2.
3.
4.
5.
1.
gather intel
formulate the theories
test!
draw (the right) conclusion
implement the (right) solution
gather more intel

8. Gather intel
Google Analytics
CrazyEgg
MouseFlow
ClickTale
userTrack
Olark / Zopim
Qualaroo
Get Satisfaction
Zen Desk

9. Formulate the theories
if
we add a video
they will buy more
else
we keep the photo gallery
they will buy just as much
end

10. Test!
Google Website Optimizer
Visual Website Optimizer
Optimizely
Optimimo
Unbounce
LeadPages

12. Conclusion draw(back)
not enough time
not enough traffic
too many variables
not enough segmentation
not enough … experience/logic

13. Inception
So, how about
Making the left call ?

14. Thank you!
Questions ?

15. Facts & stats
● 44% of companies use split testing software
● President Obama raised an additional $60 million, using A/B
Testing
● Only about 22% of businesses are satisfied with their conversion
rates
● For every $92 dollars spend acquiring customers, only $1 is spend
converting them
● Gmail once tested 50 shades of blue for their CTA color and found
the highest converting shade
● Google ran more than 7,000 A/B tests in 2011 alone
● Only 1 out of 8 A/B tests has driven major changes :)