The 5 Stages of A/B Testing
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Learn about the 5 key stages of implementing an A/B test.
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The 5 Stages of A/B Testing
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- Jonathan Rosenberg's post from 21 Aug 2012: Hippos are among the most dangerous animals in Africa. Conference rooms too.
- code.org is a nonprofit backed by Bill Gates and Mark Zuckerberg . Every year they run a campaign called Hour of Code, goal is to get as many participants as possible to code. 91 million people have participated in this to date including Barack Obama. They experimented with messaging on the homepage to see what would drive registrations. SImply changing the headline led to 12 Video: https://www.youtube.com/watch?v=C7WTDPksvAE PDF: https://s3.amazonaws.com/optimizely-marketing/customer-stories/codeorg-casestudy.pdf
- They hypothesized that messaging emphasizing a sense of community around the movement would encourage greater participation. Results: Changing text on two lines led to a 29% increase in registrations which the team credits for 8 million new participants. Words matter Video: https://www.youtube.com/watch?v=C7WTDPksvAE PDF: https://s3.amazonaws.com/optimizely-marketing/customer-stories/codeorg-casestudy.pdf
- EA used Optimizely for the major Sim City release in 2013. This was a huge launch—the game sold 1.1 million copies in the first 2 weeks. 50% of sales were digital downloads, which Optimizely contributed to in a big way. Goal was to determine whether or not a big promo banner helped or hurt conversions. They learned that conversions increased without the banner, and they then applied this lesson to their other marketing channels. Blog post: http://blog.optimizely.com/2013/06/14/ea_simcity_optimizely_casestudy/
- Very surprising result for the marketing team at Maxis (who owns EA). Knowing that the banner actually hurt conversions, they ran follow-up tests on EA’s paid media creative. They found that across the board, ads without the banner performed better and increased conversions from highly-qualified ad traffic. Blog post: http://blog.optimizely.com/2013/06/14/ea_simcity_optimizely_casestudy/
- Bleacher Report is a sports content website. Sharing on social media is a key metric for their business. Optimizely informed every step of decision making process around this test to increase followers on social channels. Customer video: http://blog.optimizely.com/2014/07/10/dont-be-the-brazil-of-website-optimization/
- The team tested a redesigned sharing module, this less obtrusive, fly-in experience on the bottom right. This new experience led to a 764% increase in social conversions. Customer video: http://blog.optimizely.com/2014/07/10/dont-be-the-brazil-of-website-optimization/
- https://help.optimizely.com/hc/en-us/articles/201231534-Optimizing-based-on-SEM-and-query-parameters
- https://help.optimizely.com/hc/en-us/articles/200039895 http://pages.optimizely.com/rs/optimizely/images/stats_engine_technical_paper.pdf
- https://app.optimizely.com/results2?experiment_id=2574440130&token=ba8293d64c08b3184aec#view=2