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A/B Testing: You Might be Driving in the Wrong Direction

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A/B Testing 
 You Might Be Driving in the Wrong Direction TOMASZ BORYS


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@thuelmadsen @NEILPATEL @Kissmetrics #KissWebinar


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THUE MADSEN TOMASZ BORYS Marketing Operations Manager, Kissmetrics Director of Marketing, Kissmetrics @ThueLMadsen @tbcali Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. Tomasz loves dipping his feet in the river while fishing, injuring his thumb while gaming, hacking away at a golf club, and driving demand at Kissmetrics. He’s also the biggest fan of gummy bears.


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@tbcali @NEILPATEL @Kissmetrics #KissWebinar


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TABLE OF CONTENTS 1 The optimum strategies for A/B testing 2 How we A/B Test at KISSmetrics 3 A/B Testing beyond click conversions - having a pulse on the entire funnel and why it’s important 4 The influence social traffic has in the funnel


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WATCH WEBINAR RECORDING NOW


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THE OPTIMUM STRATEGIES FOR A/B TESTING • Set a Goal • Baby Steps • Aim for Statistical Significance • Never Lose Sight


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Set a Goal


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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?


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SET A GOAL Aim for Statistical Significance Aim for Statistical Significance getdatadriven.com


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Never Lose Sight We can caught up on what we think is best to optimize conversions or traffic…but data doesn’t lie


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HOW WE A/B TEST AT KISSMETRICS • 4,000 and above sample size • 99% Statistical Confidence • Blind Eye for 1 Week


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4,000 and Above Sample Size Significant or decent amount of data is needed 
 when you’re testing beyond click conversions


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Police 4,000 and Above Sample Size significant or decent amount of data is needed when you’re testing beyond click conversions 99% Statistical Confidence


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Blind Eye for 1 Week Data can be very erratic the first several days, so it’s easy to hit the panic button


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A/B Testing Beyond Click Conversions


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ORIGINAL


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VARIANT


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SIGNUPS


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SIGNUPS


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SIGNUPS


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Signup Install JS Custom Data Opps


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Signups Installed JS


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Signups Install JS


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Signups Install JS


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Custom Data


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Custom Data


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Custom Data


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Custom Data Opportunities Created


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Custom Data Opportunities Created


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Custom Data Opportunities Created


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SOCIAL AD FUNNEL


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Start Your Free KISSmetrics Trial LOG IN WITH GOOGLE


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Questions? THUE MADSEN TOMASZ BORYS Marketing Operations Manager, Kissmetrics Director of Marketing, Kissmetrics @ThueLMadsen @tbcali tmadsen@kissmetrics.com tborys@kissmetrics.com


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