\documentclass[a4paper,11pt]{article} \usepackage{ulem} \usepackage{a4wide} \usepackage[dvipsnames,svgnames]{xcolor} \usepackage[pdftex]{graphicx} \usepackage{hyperref} % commands generated by html2latex \begin{document} \begin{tabular} \subsection{Contents} \begin{itemize} \item \hyperlink{Definition}{1Definition} \item \hyperlink{Conversion_Rate}{2Conversion Rate} \item \hyperlink{Examples}{3Examples} \item \hyperlink{Steps}{4Steps} \item \hyperlink{Tips}{5Tips} \item \hyperlink{Companies_well-known_for_using_A.2FB_Testing}{6Companies well-known for using A/B Testing} \item \hyperlink{A.2FB_Testing_Tools}{7A/B Testing Tools} \item \hyperlink{References}{8References} \end{itemize} \end{tabular}\hypertarget{Definition}{} \subsection{ Definition } An experimental approach to web design (especially user experience design), which aims to identify changes to web pages that increase or maximize an outcome of interest. (Wikipedia) A/B Testing is a simple way to test changes to your page against the current design and determine which ones produce positive result. It is a method to validate that any new design or change to an element on your webpage is improving your conversion rate before you make that change to your site code. (\textit{Optimizely}: What is A/B Testing)\hypertarget{Conversion_Rate}{} \subsection{Conversion Rate } In internet marketing, the conversion rate is the proportion of visitors to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators.\href{/index.php/File:Conversion_rate.png}{ \includegraphics{/AnnokiUploadAuth.php/6/6b/Conversion_rate.png}}\href{/index.php/File:Conversion_rate.png}{ \includegraphics{/skins/common/images/magnify-clip.png}} \\ \\ \\ \\\hypertarget{Examples}{} \subsection{ Examples } A/B Testing on eBay:\href{/index.php/File:Comparison.png}{ \includegraphics{/AnnokiUploadAuth.php/thumb/2/23/Comparison.png/500px-Comparison.png}}\href{/index.php/File:Comparison.png}{ \includegraphics{/skins/common/images/magnify-clip.png}} \\ \\ \\ \\ \\ \\ \\ \\ \\ \\ \\ \\ \\ \href{http://www.youtube.com/watch?feature=player_embedded&v=oy89HnIJsE4}{Video: How A/B Testing tools work (Visual Website Optimizer)}\hypertarget{Steps}{} \subsection{ Steps } \begin{itemize} \item Determine a target \item Come up with hypothesis of factors \item Build a variation page \item Show the two pages randomly to users. \item Compare conversion rate of both sites. \end{itemize}\hypertarget{Tips}{} \subsection{ Tips } \begin{itemize} \item Test your software: Before you do the A/B testing, do an A/A testing first. \item Focus on one goal per page: More than one goal will mix the testing result. \item Test small elements: Small elements can also bring amazing conversion rate. \item Do not expect large results from small changes: If all testing results are not satisfying, maybe it is time to change the whole interface. A/B testing is not omnipotence for developing conversion rate. \item A/B Testing has its limitations: It only gives data, reasons are not included. \end{itemize}\hypertarget{Companies_well-known_for_using_A.2FB_Testing}{} \subsection{ Companies well-known for using A/B Testing } \begin{itemize} \item Amazon.com \item BBC \item eBay \item Google \item Microsoft \item LogMeln \item Netflix \item Platdom \item Vegas.com \item Zynga \end{itemize}\hypertarget{A.2FB_Testing_Tools}{} \subsection{ A/B Testing Tools } \begin{itemize} \item \href{http://services.google.com/websiteoptimizer/}{Google Analytics Content Experiments} \\ \item \href{http://visualwebsiteoptimizer.com/?utm_source=google&utm_medium=cpc&utm_term=vwo&utm_campaign=LongTermCampaign&gclid=CJCzk8m3lrYCFcZ_Qgod8wEACA}{Visual Website Optimizer} \\ \item \href{https://developer.amazon.com/sdk/ab-testing.html}{Amazon A/B Testing} \\ \item ABinator \end{itemize}\hypertarget{References}{} \subsection{ References } \href{http://en.wikipedia.org/wiki/A/B_testing}{Wikipedia: A/B Testing} \\\href{https://www.optimizely.com/ab-testing}{Optimizely: What is A/B Testing} \\\href{http://searchenginewatch.com/article/2223888/23-Tips-on-How-to-AB-Test-Like-a-Badass}{23 tips on how to A/B testing like a badass} \\Bella Martin, Bruce Hanington. (2012). Universal Methods of Design. Rockport Publishers. \\\href{http://www.abtests.com/test/328001/homepage-for-invx-com}{ABTests.com} \\\href{http://visualwebsiteoptimizer.com/split-testing-blog/seven-ab-testing-mistakes-to-stop-in-2013/}{Seven A/B testing mistakes you need to stop making in 2013} \\\href{http://en.wikipedia.org/wiki/Conversion_rate}{Wikipedia: Conversion rate} \\ \end{document}