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Finance@Google2015 Simply Business - Living the Test Culture
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Lukas Oberhuber
September 16, 2015
Technology
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51
Finance@Google2015 Simply Business - Living the Test Culture
A talk I gave on how and when we test at Simply Business, and some of the challenges.
Lukas Oberhuber
September 16, 2015
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Transcript
Case: Living the Test Culture Lukas Oberhuber | CTO -
Simply Business
55,000,000 € Revenues 300 Employees 300,000 Policies
None
flickr photo by Pink Sherbet Photography http://flickr.com/photos/pinksherbet/3370498053 shared under a
Creative Commons (BY) license
The Principles of Living a Test Culture Build, Measure, Learn
Test What’s Important How You Should Roll Be Bold It’s Hard
Foundation to Test Build Learn Measure
What we test Everything Everything Everything Everything Everything Everything Everything
How we set up Tests • Decide what to learn
(Hypothesis) • Write experiment (Measures) • Build and run experiment • Results • Pivot or persevere
How to Ensure Accurate Data • Not easy • Biases
and missing skills get in the way • Avoid post hoc analysis
Results “You will walk through the valley of the shadow
of death” 26% YoY growth in conversion through incremental change
Comparison Pages Multi-month build Driven by customer requests Good usability
results A/B Test showed 3 point uplift
How should you Roll? Sell policies via brokers • Small
investment • Failed • New hypothesis • None worked • Pivoted Test what’s important, not what’s easy
Be Bold Source https://www.123-reg.co.uk/blog/top-6-lists/six-ab-tests-to-skyrocket-your-sales/
Be Bold Small tests, small results People win the lottery
all the time! Could it be? Yes it could. Something’s coming, something good. Gonna be great. Source https://www.123-reg.co.uk/blog/top-6-lists/six-ab-tests-to-skyrocket-your-sales/
How should you Roll? Look beyond the Comfortable And A/B
testing is only one of the methods Source: http://www.nngroup.com/articles/which-ux-research-methods/
flickr photo by stephen w morris http://flickr.com/photos/nonlin/4013035510 shared under a
Creative Commons (BY) license Culture
A Word about HiPPOs
THANKS! Lukas Oberhuber
[email protected]
www.simplybusiness.co.uk @lukasco