Download
1 / 33
330 likes | 494 Views
by Peep Laja, ConversionXL. 15 A/B testing mistakes I see all the damn time (and what to do about it). Call to Action Conference 2014. “You should test that!”. “Dude wtf?”. @peeplaja. Typical scenario:
E N D
by Peep Laja, ConversionXL 15 A/B testing mistakes I see all the damn time(and what to do about it) Call to Action Conference 2014
@peeplaja Typical scenario: A company runs 100 tests / year. After 12 months their conversion rate is still the same.
@peeplaja Testing mistake #1: Precious time wasted on stupid tests
@peeplaja Testing mistake #2: You don’t have a data-driven, learning-oriented hypothesis
@peeplaja Testing mistake #3: You think you know what will work
@peeplaja Testing mistake #4: You run tests when you have no traffic
@peeplaja Testing mistake #5: Your absolute conversions are way too low
@peeplaja You need *at least* 250-400 conversions PER variation. Way more if you want to segment the data
@peeplaja Our "thumb rule" is: 3000-4000 conversions per variation and 3-4 week test duration. That is enough traffic so we can even talk about valid data if we drill down into segments. Testing "sin" nr.1: search in segments for uplifts although you have no statistical validity, e.g. 85 versus 97 conversions. That’s bullshit.
@peeplaja Testing mistake #6: Your tests don’t run long enough
@peeplaja Testing mistake #7: You don’t test full weeks at a time
@peeplaja Testing mistake #8: Test data is not sent to third-party analytics
@peeplaja Pro tip: If you have over 500,000 pageviews / mo, you don’t (necessarily) need to spend $100,000 on GA Premium. Get unsampled data with Analytics Canvas
@peeplaja Testing mistake #9: You give up after your first test for a hypothesis fails.
79.3% uplift in conversions Full case study: http://conversionxl.com/case-study-how-we-improved-landing-page-conversion/
@peeplaja Testing mistake #11: You’re not aware of validity threats
@peeplaja History effect Instrumentation effect Selection effect
@peeplaja Testing mistake #12: You’re ignoring small gains
@peeplaja 5% monthly increase in your conversion rate will result in 80% uplift for the year. That’s how math works.
@peeplaja Testing mistake #13: You don’t know html/css/jquery - and thus only test the simple stuff
@peeplaja Testing mistake #14: You’re not running tests at all times
@peeplaja Testing mistake #15: You’re late for your lunch break!
@peeplaja Thank you Keep reading ConversionXL! Follow me @peeplaja
