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ADVANCED A/B TESTING
BRUNO DILLEN
What you probably use today
LIMITATIONS OF
A/B TESTING TOOLS
Novelty & primacy effect
Jumping to conclusions
Segmentation
Page templates
Page templates
Multi-page flow
Multiple goals
Then what?
Build your own!
BUILD YOUR OWN
How does it work
1. Check if your visitor is a recurring visitor and has seen
one of your versions before (cookie)
2. Deci...
What are we testing?
The code
1. Check if your visitor is a recurring visitor and has seen one of your versions
before (cookie)
2. Decide on wh...
The code
4. Send version number to Google Analytics in custom dimension (or custom
variable)
The code
5. Display version according to our script
The code
6. Set up custom segments in GA to track usage data
Result?
DECIDING ON WHAT TO
TEST
Stop doing this...
... really?
+31%
+23%
+ 5%
Framework
Prioritisation model
Strategie
Remarketing
Adwords
CRM
On-site
SEO
Affiliates
Prioritisation model
Where to look for inspiration?
Total page contribution = Unique Pageviews x Page Value
FAQ pages
SOME OF THE BEST CASES
AirBNB
AirBNB
AirBNB
(mobile) Navigation
Multi-page forms
Coolblue
Pinterest
A/B testing SEO
Example: title testing
version A: [product name] amigurumi pattern –
Amigurumipatterns.net
Version B: Free...
Results
Found project on Pinterest
A/B testing SEO: correct flow
1. Determine random division of pages from a certain template (database id even (=version A)...
TAKEAWAYS
• Current A/B testing tools severely limit your options
• Improve your A/B testing significantly by creating your
own tool...
THANKS FOR
YOUR ATTENTION
These Days Y&R
Generaal Lemanstraat 47 box 2, 2018 Antwerp (Belgium) - T +32 (0) 3 286 44 50 - F...
Taking A/B testing to the next level - Learn from the best:
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Taking A/B testing to the next level - Learn from the best:

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Veröffentlicht am

A talk by Bruno Dillen at Google Analytics User Conference 2015.

Veröffentlicht in: Marketing
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Taking A/B testing to the next level - Learn from the best:

  1. 1. ADVANCED A/B TESTING BRUNO DILLEN
  2. 2. What you probably use today
  3. 3. LIMITATIONS OF A/B TESTING TOOLS
  4. 4. Novelty & primacy effect
  5. 5. Jumping to conclusions
  6. 6. Segmentation
  7. 7. Page templates
  8. 8. Page templates
  9. 9. Multi-page flow
  10. 10. Multiple goals
  11. 11. Then what? Build your own!
  12. 12. BUILD YOUR OWN
  13. 13. How does it work 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 visitor: if recurring visitor  check cookie version if 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
  14. 14. What are we testing?
  15. 15. 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
  16. 16. The code 4. Send version number to Google Analytics in custom dimension (or custom variable)
  17. 17. The code 5. Display version according to our script
  18. 18. The code 6. Set up custom segments in GA to track usage data
  19. 19. Result?
  20. 20. DECIDING ON WHAT TO TEST
  21. 21. Stop doing this...
  22. 22. ... really? +31% +23% + 5%
  23. 23. Framework
  24. 24. Prioritisation model Strategie Remarketing Adwords CRM On-site SEO Affiliates
  25. 25. Prioritisation model
  26. 26. Where to look for inspiration? Total page contribution = Unique Pageviews x Page Value
  27. 27. FAQ pages
  28. 28. SOME OF THE BEST CASES
  29. 29. AirBNB
  30. 30. AirBNB
  31. 31. AirBNB
  32. 32. (mobile) Navigation
  33. 33. Multi-page forms
  34. 34. Coolblue
  35. 35. Pinterest
  36. 36. A/B testing SEO Example: title testing version A: [product name] amigurumi pattern – Amigurumipatterns.net Version B: Free [product name] amigurumi pattern 28-8-2015 © Thes Days Y & R
  37. 37. Results
  38. 38. Found project on Pinterest
  39. 39. 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 B 3. Let the website continue for at least a few weeks, so you can establish the baseline for your A and B versions 4. Implement the A/B test by updating title tags for version B only 5. Wait and see if your custom dimension (version B) evolves differently to version A 6. 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
  40. 40. TAKEAWAYS
  41. 41. • 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!
  42. 42. 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 welcome@thesedays.com www.thesedays.com © These Days Y & R

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