CIRCA:A/B Testing

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[http://www.youtube.com/watch?feature=player_embedded&v=oy89HnIJsE4 Video: How A/B Testing tools work (Visual Website Optimizer)]
[http://www.youtube.com/watch?feature=player_embedded&v=oy89HnIJsE4 Video: How A/B Testing tools work (Visual Website Optimizer)]
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== Procedure ==
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== Steps ==
*Determine a target
*Determine a target

Current revision as of 14:28, 8 April 2013

Contents

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. (Optimizely: What is A/B Testing)

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.





Examples

A/B Testing on eBay:














Video: How A/B Testing tools work (Visual Website Optimizer)

Steps

  • Determine a target
  • Come up with hypothesis of factors
  • Build a variation page
  • Show the two pages randomly to users.
  • Compare conversion rate of both sites.

Tips

  • Test your software: Before you do the A/B testing, do an A/A testing first.
  • Focus on one goal per page: More than one goal will mix the testing result.
  • Test small elements: Small elements can also bring amazing conversion rate.
  • 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.
  • A/B Testing has its limitations: It only gives data, reasons are not included.

Companies well-known for using A/B Testing

  • Amazon.com
  • BBC
  • eBay
  • Google
  • Microsoft
  • LogMeln
  • Netflix
  • Platdom
  • Vegas.com
  • Zynga

A/B Testing Tools

References

Wikipedia: A/B Testing
Optimizely: What is A/B Testing
23 tips on how to A/B testing like a badass
Bella Martin, Bruce Hanington. (2012). Universal Methods of Design. Rockport Publishers.
ABTests.com
Seven A/B testing mistakes you need to stop making in 2013
Wikipedia: Conversion rate

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