VWO Webinar: Scaling Your Testing Program
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The document provides an overview of A/B testing, detailing its various types such as simple A/B tests, split URL tests, and multivariate tests. It emphasizes the importance of proper test setup, defining audience segments, measuring the right metrics, and analyzing test results for effective conversion optimization. Additionally, it highlights best practices and potential pitfalls to avoid while conducting A/B tests.
VWO Webinar: Scaling Your Testing Program
- 1. Scaling your Testing Program Vivek Vilatia Senior Product Manager, VWO Anshul Gurbaxani Associate Product Manager, VWO Prem Kujur Customer Success Manager, VWO
- 2. Ask Questions on Twitter #AskVWO
- 3. What is A/B testing In the most simplest form, A/B Testing is comparing two versions of a web page to see which version performs better for a defined conversion goal
- 4. Type of Tests A/B Test Change any element or section of a webpage and test both versions. Split URL Test Test performances of separate URLs if the landing pages are significantly different. Multivariate Test Run tests on multiple variation combinations together. Needs sufficient traffic.
- 6. Simple A/B tests Advanced A/B tests ➔ Great starting point ➔ Smaller teams ➔ Easy to setup ➔ Quick wins ➔ Test changes like copy, arrangement of elements, CTA colors etc ➔ Test advanced use cases with greater impact ➔ Conversion optimization program ➔ Self-sufficient team ➔ The right tool-set ➔ Management buy-in ➔ Tons of perseverance
- 7. Audience Changes MetricsPages Key steps in setting up your tests
- 8. Test pages | Defining a set of similar pages for your test Asterix * in the URL matches pattern would replace the variable part of the URL Represented by * in the URL matches pattern
- 9. Audience | Complex targeting rules Visitors logged in on your website Are either from India or have their preferred currency as INR
- 10. Changes | Code editor for complex changes
- 11. Changes | Code editor for complex changes
- 12. Changes | Conditional Test Activation
- 13. Changes | Conditional Test Activation SignUp Form Type Form
- 15. Measuring the right metrics Micro Conversions Macro Conversions
- 16. Measuring the right metrics
- 17. Never make your tests live without proper sanity checks
- 18. Quick previews
- 20. Live previews
- 21. Check cookies using a plugin
- 22. Making sense of your A/B testing reports
- 23. Making sense of your A/B testing reports
- 24. Run your test for at least a week. Along with a primary goal, have related secondary goals. Ensure that your primary goal represents the direct and exclusive impact of the changes being tested. Making sense of your A/B testing reports - Best Practices
- 25. Slice and Dice your test results to learn the trends and behaviour of various user segments. Testing radical changes at times might just do the trick Identify micro-conversions and important correlative metrics increase in a given variation, implement it. Inconclusive Tests
- 26. Ensure that you don’t use segments with very less data. Make sure there is no error in the test setup. Ensure that you are not running multiple tests simultaneously in the same part of the journey you are A/B testing Inconclusive Tests - Pitfalls
- 27. Thank You! Q&A