Chris Castiglione @castig
OPTIMIZELY: A/B TESTING MADE EASY
VOCABULARY OPTIMIZELY: A/B TESTING MADE EASY
OPTIMIZING LANDING PAGES FOR CONVERSION
VOCABULARY A/B Test
Call to Action (CTA)
Experiment
Control (or “The Original)
Multivariate Test
WHY A/B TESTING?OPTIMIZELY: A/B TESTING MADE EASY
A/B TEST
HYPOTHESIS #1: LONGER PAGE
HYPOTHESIS #1: LONGER PAGE
HYPOTHESIS #2: PERSON
HYPOTHESIS #3: LONG PAGE + PERSON
HYPOTHESIS #3: LONG PAGE + PERSON
HYPOTHESIS #4: CHANGING PEOPLE
HYPOTHESIS #4: CHANGING PEOPLE
OPTIMIZING LANDING PAGES FOR CONVERSION
CONCLUSIONPage length is an important variable
Big photos of smiling customers work
SETTING UP AN OPTIMIZELY EXPERIMENT
OPTIMIZELY: A/B TESTING MADE EASY
IMPLEMENTING THEPROJECT CODE
OPTIMIZELY: A/B TESTING MADE EASY
Q&A
Q: What should I test?
WHAT TO TEST Short page vs. Long Page
Headline Text
Buttons
Form fields
Q: Is it possible to target specific users?
TARGETINGLanguage
Browser
Visitor Type (new vs. returning)
IP
Referrer
Custom Events
Q: Can I specify the amount of traffic that comes to my experiment?
SPECIFY THE AMOUNT OF TRAFFIC OPTIONS -> Traffic Allocation
Q: What effect does the JavaScript project code have on page performance?
PAGE PERFORMANCE Around 35-40kb (very small!)
The code run from Optimizely’s CDN
