A/B Testing: You Might Just Be Doing it Wrong
-
Upload
sprout-social -
Category
Marketing
-
view
233 -
download
0
Transcript of A/B Testing: You Might Just Be Doing it Wrong
![Page 1: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/1.jpg)
PRESENTED BY
+
A/B Testing You Might Just Be Doing it Wrong
![Page 2: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/2.jpg)
+
Tomasz Borys Director of Marketing,
KISSmetrics
@tbcali
Andrew Caravella VP of Marketing,
Sprout Social
@andrewcaravella
![Page 3: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/3.jpg)
+
Table of Contents
• The optimum strategies for A/B testing
• How we A/B Test at KISSmetrics
• A/B Testing beyond click conversions - having a pulse on the entire funnel and why it’s important
• The influence social traffic has in the funnel
![Page 4: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/4.jpg)
+
The Optimum Strategies for A/B Testing
• Set a Goal
• Baby Steps
• Aim for Statistical Significance
• Never Lose Sight
![Page 5: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/5.jpg)
+
Set a Goal
![Page 6: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/6.jpg)
+
Baby Steps
People want to move the needle and see results fast, by implementing multiple changes at once.
But how can you be sure what element had an impact?
![Page 7: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/7.jpg)
+
Aim for Statistical Significance SET A GOAL
Aimfor Statistical Significance
getdatadriven.com
![Page 8: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/8.jpg)
+
Never Lose Sight
We can caught up on what we think is best to optimize conversions or traffic… but data doesn’t lie
![Page 9: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/9.jpg)
+
How We A/B Test at KISSmetrics
• 4,000 and above sample size
• 99% Statistical Confidence
• Blind Eye for 1 Week
![Page 10: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/10.jpg)
+
4,000 and Above Sample Size
significant or decent amount of data is needed when you’re testing beyond click conversions
![Page 11: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/11.jpg)
+
4,000 and Above Sample Size
significant or decent amount of data is needed when you’re testing beyond click conversions
99% Statistical Confidence
![Page 12: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/12.jpg)
+
Blind Eye for 1 Week
Data can be very erratic the first several days, so it’s easy to hit the panic button
![Page 13: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/13.jpg)
+
A/B Testing Beyond Click Conversions
![Page 14: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/14.jpg)
+
Original
![Page 15: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/15.jpg)
+
Variant
![Page 16: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/16.jpg)
+
Signups
![Page 17: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/17.jpg)
+
Signups
![Page 18: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/18.jpg)
+
Signups
![Page 19: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/19.jpg)
+
Signup Install JS Custom Data Opps
![Page 20: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/20.jpg)
+
Signups
Installed JS
![Page 21: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/21.jpg)
+
Signups
Install JS
![Page 22: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/22.jpg)
+
Signups
Install JS
![Page 23: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/23.jpg)
+
Custom Data
![Page 24: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/24.jpg)
+
Custom Data
![Page 25: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/25.jpg)
+
Custom Data
![Page 26: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/26.jpg)
+
Custom Data
Opportunities Created
![Page 27: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/27.jpg)
+
Custom Data
Opportunities Created
![Page 28: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/28.jpg)
+
Custom Data
Opportunities Created
![Page 29: A/B Testing: You Might Just Be Doing it Wrong](https://reader034.fdocuments.in/reader034/viewer/2022052705/5871c6991a28ab55058b82a5/html5/thumbnails/29.jpg)
+
Social Ad Funnel