Pauline Marol - From Fantasy to Reality – How to Do AB Testing in a Small Company

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CXL

How can you test with low traffic?

Marketing

CRO
Fantasy to reality
Digital Elite Camp 2017
Pauline Marol
Head of Product @ Balinea

2016
20
Tests per month
100K
Sessions/day

2017
2
Tests per months
10K
Sessions/day

Why testing if you’re a SME?
YOU ARE
WRONG

Why testing if you’re a SME?
YOU OUGHT IT
TO YOUR
CUSTOMERS

Why testing if you’re a SME?
YOUR TEAM
NEEDS IT

AB testing with low traffic
and/or resources

Work harder on your homework
No random ideas
- Voice of customers
● Customer service
● NPS feedback
● Sales

Work harder on your homework
No random ideas
- Basics Analytics
● Funnel
● Exit pages
● Form analysis
● Event tracking

Focus on micro-conversion
Pages per visit
Exit pages
Next page path
Clicks
Traffic sources

Consider lower statistical significance
Statistical
significance
95% 90% 80%
Visits per variation 350k 330k 300k
# of days for the
test 70 66
60
Baseline conversion rate : 6%
Minimum Detectable effect: 3%

Don’t be tempted by multivariate testing

Invest in Other (cheaper) tools
Cheaper options than
AB testing:
- Heatmap
- Session replays
- Form analysis
- Mouse tracking
- Funnel analysis
- ...

Skill
Training
Light process
Traffic
Micro-conversions
Homework
Lower significance
Top pages
Radical changes
Sequential testing

Skill
Training
Light process
Traffic
Micro-conversions
Homework
Lower significance
Top pages
Radical changes
Sequential testing
Money
Cheaper Tool
Survey

Thanks!
ANY QUESTIONS?
@ pauline.marol@gmail.com
In Pauline Marol

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