The document discusses how to conduct A/B testing using Optimizely to optimize landing pages for conversion. Some key points covered include: - A/B testing involves running experiments with variations of elements like headlines, buttons, forms to determine which performs best - Examples of hypotheses tested include longer vs shorter pages, adding photos of customers, and changing call to action text - Optimizely makes A/B testing easy to set up experiments, implement code, and target specific users or traffic amounts - Factors like page length, photos, and text were found to impact conversion through A/B testing examples provided

1. OPTIMIZELY: A/B
TESTING MADE EASY
Chris Castiglione
@castig

2. OPTIMIZELY: A/B TESTING MADE EASY
VOCABULARY

3. OPTIMIZING LANDING PAGES FOR CONVERSION
VOCABULARY
A/B Test
Call to Action (CTA)
Experiment
Control (or “The Original)
Multivariate Test

4. OPTIMIZELY: A/B TESTING MADE EASY
WHY A/B TESTING?

5. A/B TEST

6. HYPOTHESIS #1: LONGER PAGE

7. HYPOTHESIS #1: LONGER PAGE

8. HYPOTHESIS #2: PERSON

9. HYPOTHESIS #3: LONG PAGE + PERSON

10. HYPOTHESIS #3: LONG PAGE + PERSON

11. HYPOTHESIS #4: CHANGING PEOPLE

12. HYPOTHESIS #4: CHANGING PEOPLE

13. OPTIMIZING LANDING PAGES FOR CONVERSION
CONCLUSION
Page length is an important variable
Big photos of smiling customers work

14. OPTIMIZELY: A/B TESTING MADE EASY
SETTING UP AN
OPTIMIZELY
EXPERIMENT

15. OPTIMIZELY: A/B TESTING MADE EASY
IMPLEMENTING THE
PROJECT CODE

16. Q&A

17. Q: What should I test?

18. WHAT TO TEST
Short page vs. Long Page
Headline Text
Buttons
Form fields

19. Q: Is it possible to target
specific users?

20. TARGETING
Language
Browser
Visitor Type (new vs. returning)
IP
Referrer
Custom Events

22. Q: Can I specify the
amount of traffic that
comes to my
experiment?

23. SPECIFY THE AMOUNT OF TRAFFIC
OPTIONS -> Traffic Allocation

24. Q: What effect does the
JavaScript project
code have on page
performance?

25. PAGE PERFORMANCE
Around 35-40kb (very small!)
The code run from Optimizely’s CDN