Efficient A/B Testing with PHP · Efficient A/B Testing with PHP Author: thePHP.cc - the PHP...

Efficient A/B Testing with PHPArne Blankerts | International PHP Conference 2014

Arne BlankertsCo-Founder, The PHP Consulting Company

What is A/B-Testing?

Approach #1

External A/B-Testing Provider

External JavaScript1 <!DOCTYPE HTML>2 <html lang="en">3 <head>4 <title>Efficient A/B Testing with PHP </title>5 <meta charset="utf-8">6 <meta name="viewport" content="width=792, user-scalable=no">7 <script src="//ab-provider.net/overlay.js"></script>8 </head>9 <body>10 [...]11 </body>12 </html>

External JavaScript• Generic solution• Easy to implement• No actual development needed• Visualisation included

External JavaScript - The Downsides• Generic solution• Vendor Lock-in• Operates outside your application• No A/B-Testing for

• Technical implementations• Customer specific decisions• Alternative workflows

• Experiment choice invisible at server side• No access to After-Sales data

Approach #2

Build your own

Decision Making1 <?php23 // ...45 $decisionMaker$decisionMaker = newnew DecisionMaker();6 $choice$choice = $decisionMaker$decisionMaker->decide();78 ifif ($choice$choice == 'variant-A') {9 $view$view = newnew Views\VariantA();10 } elseelse {11 $view$view = newnew Views\VariantB();12 }1314 // ....1516 $view$view->render();

Decision Making #21 <?php23 $viewLocator$viewLocator = newnew ViewLocator();4 $view$view = $viewLocator$viewLocator->getView();56 // ....78 $view$view->render();

Remember Decision1 <?php23 $state$state = newnew ExperimentState();4 $viewLocator$viewLocator = newnew ViewLocator($state$state);5 $view$view = $viewLocator$viewLocator->getView();67 // ....89 $view$view->render();

Report Decision1 <?php2 $state$state = newnew ExperimentState();3 $logger$logger = newnew EventLogger($backend$backend, $state$state);45 $viewLocator$viewLocator = newnew ViewLocator($state$state, $logger$logger);6 $view$view = $viewLocator$viewLocator->getView();78 // ....910 $view$view->render();

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