A/B testing primer

A/B testing primer

A quick primer to A/B testing for Montreal e-comm

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Jevin Maltais

May 14, 2015
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Transcript

  1. 4.

    Changing the featured pictures from the product itself to models

    wearing the product, transactions increased 1.5%. 1 Maureen Wilkie (Beltcraft)
  2. 5.

    By showing only two products instead of four, we dramatically

    increased our sales 1 David Lipovkov (KeepGo.com)
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    Many Possible Reasons 4 Maybe more traffic? 4 Maybe the

    images you picked were better? 4 Maybe the order of the products you showed were different. 4 Maybe the products you featured were different? 4 Maybe it was that people were less distracted by the menu bar?
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    What is a conversion? Something measurable that you want to

    improve: 4 Total revenue 4 Number of people looking at products 4 Total people adding products to cart
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    How the analytics work 1. When a visitor visits your

    store, Visual Website Optimizer puts a cookie in the visitor's browser so it remembers which version it showed them. 2. When they come back, they are always shown the same version. 3. When the visitor converts (say a checkout page), it looks to see which variation of the page the visitor looked at and adds that conversion to that variation
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    Optimizely Installation 1 Just Google "Optimizely Shopify" 1 Optimizely Reference:

    https://help.optimizely.com/hc/en-us/articles/200040505-Implementing- Optimizely-on-a-CMS-or-e-commerce-platform#shopify
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    Some Usual suspects 1. Changing a headline (Edit text) 2.

    Showing categories vs product (Removing/Hiding Elements) 3. Background image 4. Call to action location 5. Call to action text