Landing page A/B testing with Google and Optify
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This document discusses how to conduct A/B testing of landing pages using Google Analytics and Optify. It provides an overview of A/B testing and describes how to set up an example test of an image versus no image on a landing page. The document outlines setting hypotheses, building variations, setting up Google Experiments, measuring results, determining statistical significance, and stopping the experiment. It aims to guide the reader through the full process of running an A/B test from start to finish.
Landing page A/B testing with Google and Optify
- 1. Landing Page A/B Tes/ng AN OPTIFY-‐GOOGLE ANALYTICS USE CASE
- 2. What’s A/B Tes/ng Page 2 Landing Page A/B Tes/ng with Google and Op/fy
- 3. Managing Mul/ple A/B Tests -‐ Example Tested Variables Image Form fields BuOon Color Control ✔ 4 Red Varia/ons Treatment 1 ✔ 4 Blue Treatment 2 ✔ 5 Red Treatment 3 ✗ 4 Red Page 3 Landing Page A/B Tes/ng with Google and Op/fy
- 4. Our Test – Image vs. No Image Page 4 Landing Page A/B Tes/ng with Google and Op/fy
- 5. Hypothesis • Define the hypothesis: “A landing page with an image will have a higher conversion rate than a landing page with no image.” • Make sure you are only tes/ng one variable and keeping everything else constant • A/B tes/ng doesn’t mean you need to have only two versions, it just means that for every two varia/ons you’re going to test one variable • Remember to set the success metric (decision rule) beforehand – there can only be one Page 5 Landing Page A/B Tes/ng with Google and Op/fy
- 6. Building the varia/ons Page 6 Landing Page A/B Tes/ng with Google and Op/fy
- 7. Sedng up Google Experiments Page 7 Landing Page A/B Tes/ng with Google and Op/fy
- 8. Pudng the measurements in place Page 8 Landing Page A/B Tes/ng with Google and Op/fy
- 9. Sedng up the content swap Page 9 Landing Page A/B Tes/ng with Google and Op/fy
- 10. Tes/ng the experiment Page 10 Landing Page A/B Tes/ng with Google and Op/fy
- 11. Launching the experiment Page 11 Landing Page A/B Tes/ng with Google and Op/fy
- 12. Driving traffic to the page Page 12 Landing Page A/B Tes/ng with Google and Op/fy
- 13. Measuring the results Page 13 Landing Page A/B Tes/ng with Google and Op/fy
- 14. Is it sta/s/cally significant? Page 14 Landing Page A/B Tes/ng with Google and Op/fy
- 15. Declare a “champion” and test again Number of fields? Page 15 Landing Page A/B Tes/ng with Google and Op/fy
- 16. Oh, and don’t forget to stop the experiment… Page 16 Landing Page A/B Tes/ng with Google and Op/fy
- 17. Addi/onal resources • hOp://www.smashingmagazine.com/2010/06/24/the-‐ul/mate-‐guide-‐to-‐a-‐b-‐ tes/ng/ • hOp://searchenginewatch.com/ar/cle/2196754/8-‐Rules-‐of-‐AB-‐Tes/ng-‐The-‐ Art-‐in-‐Marke/ng-‐Science • hOps://www.op/mizely.com/wha/sabtes/ng Page 17 Landing Page A/B Tes/ng with Google and Op/fy