A/B testing primer

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

Transcript

1. Maximizing Sales Using A/B Testing
2. Three Quotes From Shopify Stores
3. Re-arranging the menu increased total page visits per user by 30% 1 Trisha Roy (Barn & Willow)
4. Changing the featured pictures from the product itself to models wearing the product, transactions increased 1.5%. 1 Maureen Wilkie (Beltcraft)
5. By showing only two products instead of four, we dramatically increased our sales 1 David Lipovkov (KeepGo.com)
6. The Need for A/B Testing
8. 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?
9. $300,000,000 button http://www.uie.com/articles/three_hund_million_button/
10. Entire redesigns are expensive and risky
11. What is A/B testing
13. 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
15. Control = Original Version Variation = The New Change You're Testing
16. 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
17. Example
20. 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
21. 1. Create your account
23. 2. Make a campaign and make your change
30. 3. Add code to your store
36. Let's test it
37. Incognito
40. Analyzing the results
42. Now go and try it out!
43. "What should I test?"
44. Conversion Best Practises + Google Analytics + User Experience Design = Testing Plan
45. 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
46. Analytics + Conversion = Jevin Maltais
47. Want Traffic? Better Conversions?
48. 101 E-Commerce Conversion Ideas
49. EcommerceGrowthWeekly.com Sign up now!