"Lessons learned from hundreds of A/B tests" Discover how A/B testing can help you improve your website's conversion. The objective is to go through certain good practices which will enable businesses to avoid some of the pitfalls encountered when implementing A/B testing. They are born out of the experiences, both positive and negative, that our clients have had when carrying out their testing.
3. How long do you think it takes
for digital marketers
to recover their investments
in conversion optimisation?
4. How about 3 weeks ?
+14%
click rate
-10%
bounce
rate
5. From testing to personalisation
Take a stairway to sucess
1. Define
hypothesis
2. Launch
test
3.
Analyse
results
4.
Personalise
6. Personalize your website
based on test results and customer segments
HP for Returning users HP for New users
+14%
registration
s
7. Identify critical pages
CHALLENGE
Large amout of users adding products to the
cart but dropping off and not finalizing the
purchase
HYPOTHESIS
Too many distraction elements on the cart
page ! reducing those elements will have a
positive impact on shoppingcart closure
rate.
PRIMARY GOAL
Conversion = Sales Transaction
9. Verify Best practices
to conscously invest
CHALLENGE
Measure cost/ benefit ratio of product videos and find
corresponding product segments.
HYPOTHESIS
Removing the video presentation from the product page has
a negative impact on the add to cart rate
PRIMARY GOAL
Add to cart rate
12. Draw the right conclusions
DEPENDENCIES
Assure you have a complete overview on dependencies between different
goals/ external traffic acquisition/ promotions for a test – not only after
consulting a data analyst ☺
FILTER/ SEGMENT
Assure filtering/segmenting solutions can be applied to your test – ideally
upfront and retrospectively
GOALS
Define global goals and combine with test based goals
13. Present your product range
CHALLENGE:
Low shopping cart value/ low number of
products in the cart.
HYPOTHESIS
Displaying corresponding products will
increase number of products in the cart.
PRIMARY GOALS
Conversion & AOV
I would look for another example as this
one is not so much known and quite
much repetitve with the first one
16. Engage your audience
with a personalised message based on their behaviour
CHALLENGE
Offer the same promotion across all
on- and offline channels
HYPOTHESIS
Communication adapted to user
behaviour will show same results as
in offline promotions
PRIMARY GOAL
Purchased Items
+15%
pts in
online
sales