By Bryce Carlson RoadMap What is AB testing

By: Bryce Carlson

Road-Map - What is A/B testing? - What companies are using A/B testing? - Why use A/B testing? - How does A/B testing work? - Advantages/Disadvantages

What is A/B testing? - A/B testing is a way to test changes to your web page against the current design and determine which ones produce a more positive result. - Has caused many websites to become more successful - “I visited the Google homepage” “I visited a Google homepage

What is A/B testing? - Around 2000, A/B testing was becoming a very important part in webpage design for large companies (Google) - As of today, website optimization platforms have been created so that even small businesses with no programming or statistic skills can use A/B Testing (Optimizely)

What is A/B testing? Different Graphics Picture links to get to more info Empty Space More info on page Fills more space

Companies using A/B testing? Many other large and small companies

Why use A/B testing? - Easy to use (if optimization platforms are available) - Not as risky as changing the webpage features without testing it (hoping that it will work better) - Gives employees that normally don’t decide changes a chance to test out their ideas since the company can easily return to the old web page if new is unsuccessful

How did A/B testing work in the past? (2000 – 2005) - Only big companies with large programming and statistic teams were able to use A/B testing - Companies had to be able to create two or more webpages that could be accessed randomly by users whenever they visited the site - It takes a lot of technological skill to divert user traffic and rearrange a site in a short period of time

How did A/B testing work? (Progress) - In 2006, Google released its Website Optimizer, which provided a free tool for anyone who wanted to run A/B tests. - Required site designers to create full sets of code for both A and B - Nonprogrammers (marketing or editorial employees) wouldn’t be able to run tests without first taxing their engineers to write multiple versions of each code - Defeated the purpose of A/B testing due to the fact that companies had to wait for periods of time for the code to be written and go live

How A/B testing works today! - New types of A/B testing tools have been made for companies that don’t have a programming and testing team - Have powerful graphical interfaces that let clients drag, resize, retype, replace, insert, and delete quickly and easily. - Also tracks user behavior and delivers results so the company doesn’t have to collect the data itself Does all of this for you!! No extra coding!! Just drag, drop, resize, retype, etc. !!

Optimizely (A/B Testing Tool) - Founded by two former Google product managers, Dan Siroker and Pete Koomen - Considered the #1 website optimization platform in the world - Used by large, well-known companies such as Starbucks, ABC, MTV, Walt Disney Company, A&E, and many more. - It is so easy to use that even small businesses can use the platform

Optimizely At Work http: //www. youtube. com/watch? v=0 S 0 Irbwpfz. E

Advantages of A/B Testing - Using A/B Testing Tools (website optimization platforms) today makes it quick and easy to resize, retype, delete, and make other changes to the company’s website - Let’s the company create two similar webpages with minor differences and cause users that visit the site to randomly get redirected to either the original page (A) or the modified page (B) - The tools track user behavior and delivers the results to the company so that the company can see which webpage is more successful (A/B Testing Tool chooses for them)

Disadvantages of A/B Testing - Causes companies to become dependent on the A/B Testing Tools and rely on them to get answers for the company - Causes companies to not want to make radical changes to the webpage when in reality that is what is best for the company (webpage getting old/dull and small changes aren’t fixing the problem) - Overall, the advantages of A/B Testing cause the disadvantages to be minor and A/B Testing will be a great way for companies to modify their webpages for many years to come

Recap - Explained what A/B testing is. - Listed companies that use A/B testing. - Explained why companies should use A/B testing. - Explained how A/B testing works. - Talked about the advantages and disadvantages of A/B testing.

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ANY QUESTIONS?

References - https: //www. optimizely. com/ - http: //www. smashingmagazine. com/2010/06/24/the-ultimate-guide-to-a-btesting/ - http: //www. youtube. com/watch? v=0 S 0 Irbwpfz. E - http: //www. emarketingandcommerce. com/article/advantages-anddisadvantages-ab-split-testing-landing-pages/1# - http: //usabilitygeek. com/introduction-a-b-testing/ - http: //www. webdesignerdepot. com/2010/07/a-complete-guide-to-abtesting/