Pointers: 1. Understand user flow and behavior flow using analytics tool in your website. 2. Start your experiment with a clear hypothesis. 3. Your sample size matters. Figure out how you could drive traffic to your site. The test duration will vary depending on your sample size. 4. Test your hypothesis. Come up with different variations. 5. Analyze data and draw conclusions. 6. Share you insights and test results to your organization. 7. Iterate. Rinse and repeat.

1. ABDesign to Convert
TESTING
Design for Conversion 17th July 2014 @andrewabogado andrew@viki.com

2. Hello!

3. Andrew Abogado
Frontend Developer & UI Designer

5. a global TV site powered by fans

6. a global TV site powered by fans
translated
languages by fans
160+
mobile installs
download the app, now!
12M+400m+
words translated
by fans

7. a global TV site powered by fans
translated
languages by fans
mobile installs
download the app, now!
words translated
by fans
160+ 12M+400m+

8. bit.ly/viki-concept

9. shameless plug
jobs@viki.com viki.com/jobs
Build the future of
Global TV with us!

10. What A/B Testing?

11. Ultimate AB Testing Guide

12. 50% visitors see variation
100 visitors
Ultimate AB Testing Guide
50% visitors see variation B
100 visitors

13. 25%
Ultimate AB Testing Guide
75%
conversion rateconversion rate
50% visitors see variation
100 visitors
50% visitors see variation B
100 visitors

14. What can we A/B Test?

15. “Almost anything on your website
that affects visitor behavior can be
A/B tested ”

16. Headline / Sub Headline
Call to Action
Images
Copy
Colors
Forms
Layout / Positioning

17. !
A/B Test Stories

18. One-liner Icon Color

19. Original Variation A Variation B Variation D

20. Original Variation A Variation B Variation C
+92.4% +40.5% +117.1%-

21. Viki Pass Banner Images

22. Original
Variation A

23. Original
Variation A
+0.68%
+473.4%
Conversion Rate
+3.91%Conversion Rate Improvement

24. Slider “More Link” Copy

25. Original
Variation A

26. Original
Variation A

27. Original
Variation A
1.79%
+120.4%
Conversion Rate
+3.95%Conversion Rate Improvement

28. Carousel Call-to-action

30. Original Variation A Variation B
Variation C Variation D Variation E

31. Original Variation A Variation B
Variation C Variation D Variation E
—Improvement +5.5%Improvement +7.4%Improvement
39.4%Improvement -5.9%Improvement +11.8%Improvement

32. Cohort Analysis
Reduced Bounce Rate
Advanced A/B Testing

34. 37%
Bounce Rate
34%
FROM TO
3% drop in bounce rate

35. Viki Mobile Homescreen

36. Original Variation A Variation B

37. Original Variation A Variation B

38. Original Variation A Variation B
+15%CTR
Adding "Popular TV Shows" increase
Click Through Rate (CTR) 15%.
+5%CTR
Adding "Collection "Summer" increase
Click Through Rate (CTR) by

39. How to A/B Test?

40. Brainstorming
A/B Testing Workflow
Creating
variations
Running
your test
Promoting
your winner
Start a
new test

41. Tools to Test &!
Optimize Conversion

42. & more…
FREE

43. Hand-ons

44. elements needed
to have a good page5

45. 1. A headline with a Unique Value Proposition
2. A demonstration of the product or the benefit!
3. A clear value for the viewer
4. Support of value
5. One action
5 elements needed to have a
good page

46. Anatomy of a landing page

47. 1. Your Unique Selling Proposition (USP)
1. The main headline
2. A supporting headline
3. A reinforcement statement
4. A closing argument
2. The hero shot (images/video showing context of use)
3. The benefits of your offering
1. A bullet point list summary of benefits
2. Benefit and features in detail
4. Social proof (I’ll have what she’s having)
5. A single conversion goal –
your Call-To-Action (CTA) (with or without a form)
Ultimate AB Testing Guide

48. Thanks!
@andrewabogado andrew@viki.com
Design for Conversion 17th July 2014 @