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A/B Testing for Apps (Coca-Cola Mobile Innovation Workshop)

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  • Thanks, Manfred. How's it going?
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  • cool slides, Zac!
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A/B Testing for Apps (Coca-Cola Mobile Innovation Workshop)

  1. 1. A/B Testing for Apps How I Learned to Stop Worrying and Love Data-Driven Decisions Prepared for: Coca-Cola Mobile Innovation Workshop September 24-26, 2013 Shanghai, China A/B Testing for Apps
  2. 2. User Base Publish two different versions of your app... 50% sees version A ...and see which one is driving desirable user behavior. 50% sees version B
  3. 3. Which Version Won? Version A Version B Source: WhichTestWon
  4. 4. Version B: 114% Improvement ✗ Version A Version B Marketer’s Surprise: ‘FREE’ Loses ✔
  5. 5. Multivariate Testing • Every screen has X components (ex: Marilyn’s hair) • For each, we can test Y variations (ex.: Green) • In total, we have [Y1 x Y2 x Y3] combinations
  6. 6. How Obama Raised $60 Million Source: Optimizely
  7. 7. Four Button Variations
  8. 8. Six Media Variations
  9. 9. 24 Combinations!
  10. 10. And the Winner is... +40% increase in conversion rate 2.9 million additional donators $60 million value of additional donations
  11. 11. Obamalytics • Original Conversion Rate: • New Conversion Rate: 8.3% 11.6% • 10 million signups from New Version would have been 7.12 million signups with the Original Version • +2.88 million additional signups • $21 average donation per signup • Approximately $60 million in additional donations
  12. 12. Testing to Increase Virality Headline Call to Action Workflow
  13. 13. Data-Driven App Marketing • App marketing and analytics is in early stages • App stores are opaque, approval processes slow down iteration cycles • Few options for making decisions • HiPPO: Highest Paid Person’s Opinion • IHOP: In-House Optimization • Scalable, reliable app measurement tools are emerging
  14. 14. Thank You! www.splitforce.com For more information: Zac Aghion, CEO & Co-Founder zac@splitforce.com China: (+86)1592-1631-924 USA: (+1)617-750-6684

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