10. How testing works 如何测试
Objective
目标
Feed the
winners, starve
Hypothesis
the losers
假设
优胜劣汰,适者
生存
Execute Design
experiment experiment
进行试验 设计实验
10
11. Example 案例
Tip: Think about
segmentation Motivate visitors to sign up
技巧:注意细分 Objective for a newsletter
目标
激发来访者订阅电子期刊
Remove low
The “Call to action”
performers and
Feed the
on the sign up
design new winners, starve
Hypothesis
the losers button drives
experiments 假设
优胜劣汰,适者
conversion)
based on 生存
“请点击”的订阅
dominant solution
按钮促成转换率
去除表现不好的设
计并根据好的结果
设计新的实验
Build multiple versions of
the landing page,
Drive traffic randomly
identical apart from the
to all options and Execute Design
experiment experiment
CTA
measure conversion 进行试验 设计实验
设计多种版本的登陆页,
to sign-up 随意获取
“点击处”按钮设计保持
各个版本页面的流量
统一
并衡量订阅数的转换
率
11
12. Hypothesis
假设
Voice of
customer
Focus group
surveys
集群
用户调查的声音
Usability Test Best practices
可用性测试 最佳案例
Hypothesis Competitive
Web Analytics
research
网站分析
假设 竞争性的调查
12
13. Execute experiment 进行试验
Traffic
流量
25% 25%
Alternative A Alternative B
选项A 选项B
70% 10%
Random
随机
25% 25%
Alternative C Alternative D
选项C 选项D
10%
10%
Google Website
Optimizer, Omniture
Test & Target
Google 网站优化
Omuniture 测试&目标
13
14. Feed the winners, starve the losers
优胜劣汰,适者生存
Name 名称 Visits来访者 Conversion Conversion
转换 Rate 转换率
Alternative A 7,000 210 3%
选项A
Alternative B 1,000 20 2%
选项B
Alternative C 1,000 50 5%
选项C
Alternative D 1,000 10 1%
选项D
14