You want to figure out the best online promotional and marketing strategies for your product? A/B testing can be the method you’re looking for ;) From website to sales emails or search ads, A/B testing can be used to try out everything. Well-planned A/B testing can make a huge difference in the effectiveness of your marketing efforts. Determining the most effective elements of a promotion, and then combining them, can obviously make your marketing efforts much more profitable and successful. Anthony Brebion shares with you the best practices and mistakes to avoid when you plan an A/B test for your product and how to take the best advantage of it. Anthony is passionate about web-marketing. He is Marketing director at AB Tasty that help daily companies to optimize their website, app, etc.

1. A/B Testing:
7 mistakes to avoid
Anthony BREBION
TheFamily
May, 19 th, 2016

2. About us

3. French leading A/B testing provider (source : Converteo)
6 years of experience
350 enterprise clients
3 billion users tested
International coverage
(New York, Paris, Londres, Cologne, Madrid, Sydney)
75 people
Some of our awards
AB Tasty, in a nutshell

4. An all-in-one optimization platform
A more customized
approach to better
convert (1to1)
Push & trigger marketing
tactics to better engage
your audience
Test & Learn approach
to make better decisions
based on data
A/B testing Engagement Personalization

5. E-commerce MediaLeads
Over 300 famous names trust us

6. What is A/B testing
and how we do it ?

7. 1 slide to remember…

8. Bring your optimisation ideas to life
WYSIWYG Interface
An intuitive “point and click” system,
without need for technical knowledge
Modify your pages as you
wish
Simple or advanced modifications,
backprinting pages or in the heart of
content
Plugin library
Customizable preconfigured formats
and placementsVisual Editor

9. Segmentation Engine
Native criteria Extended criteria
Target your users
Pages
(eg.: page template, URL
pattern)
User profile
(eg.: returning/new visitor,
geolocation, device)
Behaviour
(eg.: viewing at least 5 product
pages)
TMS Data Layer
(eg.: product section, amount of
the basket)
DMP enriched profiles
(eg.: clients with an attrition risk,
clients who seem interested to
purchase from a given section...)
Context
(eg: weather forecast,
geolocation)

10. Faster decision making
Customizable KPIs
Data Visualisation
tools
Analytics tools
integration
An innovative analytics
and optimisation algorithm
Heat map
Goals overview Pageflow
Reporting interface
3rd tool connection

11. Some examples

12. Call to action
+14%
SALES
VS

13. Visuals
+15%
SALES
VS

14. Forms
+37%
SUBSCRIBERS
VS

15. Funnel
+10%
ventes
VS

16. Page layout
-10%
BOUNCE
VS

17. Global redesign
+37%
conversion
VS

18. How to proceed
and mistakes to avoid ?

19. Do not plan and prepare1

20. Plan a testing roadmap and prioritize
Example: LIFT Model Example: PIE
Identify
conversion
issues
Find strong
improvement
hypothesis
Test &
Validate

21. Jump into CRO with only A/B
testing
2

22. Combine testing with others skills
Collect data to
understand
customer pain
points

23. Being fooled by statistics3

24. Follow several KPI’s, not
just macro conversion
Do not rush to interpret
results
Reach at least 95% of
reliability
Get the basics right

25. Bayesian statistics
Frequentist statistics
Get more reliable information
VS

26. Algorithms to secure your testing campaigns
Dynamic traffic allocation
Optimize your test by automatically and progressively
send more traffic to your best performing variations

27. Do not adapt your tests to your traffic4

28. If you have low traffic…
Minimum Volume:
1 000 visitors / variation
100 conversions / variation
Test BIG
changes
Adapt your
KPIs
Run multiple
tests at the
same time
Run your test
longer
Plan and
prepare even
more
Check out
next point

29. Do not benefit from your tools’
engagement capabilities
5

30. Push and trigger marketing
Target
Interactions
30 pre-configured
settings
Personalization in
few clicks
Activate your marketing messages in Real Time
Instant
Availability
Countdown Discount
Message before leaving
Collect emails
Reactivate your visitors Personalize incentive

31. Create urgency to convert
Live Countdown

32. Promote cross-selling / up-selling
Custom message launched if
specific conditions

33. Reduce shopping cart abandonment
Popin on exit intent

34. Collect emails from leaving users
Email collector triggered on
specific scenario

35. Do not connect with your
data ecosystem
6

36. Leverage your existing data
Tag Management System Web AnalyticsData Management Platform
Your CRM

37. Only think web7

38. Test on all devices
Website
Responsive website
Dedicated mobile site
Mobile application

39. Q/A session

40. Anthony Brebion
Responsable Marketing
anthony@abtasty.com