15. rate of optimization
• traffic
• conversion rate
• # of tests
• % lift/depression
reach statistical
significance
faster
16. red or blue?
A
B
traffic
a/b
traffic
• more experts prefer?
• holistic
• big wins/losses
• good start
• more combinations
• synergy in elements
• smaller wins/losses
• good after a/b
19. little testing
slow
basic use
under utilized
http://www.mroptimization.com/multivariate-testing-targeting-related-numbers/the-secret-
multivariate-testing-vendors-dont-want-you-to-know
unfortunate landscape
22. I did not take this picture.
This is all hypothetical.
To tell a story.
I am happily married.
goal: pick up ladies
current situation: no ladies
segment
impact factor: my ride
run through scenario
24. leave ego at door
when testing
results will often surprise you
25. goal >> about page
hypothesis: handsomeness too much
goal >> bounce rate
not enough traffic & conversions
26. takeaways
• test what you can
• VWSO – easy
• results sting sometimes
• stings… but still fun
27. X 3.5
Publish Your Book For Free
• 3 simple steps
• Global marketplace
• No risk
• Make money
goal >> consumers to publish book
ppc
assess current situation
28. takeaways
• sold it
• no technology needed
• even ugly works
• a/b first. mvt next
• bottom line