A/B Testing with Website Optimizer
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This document discusses A/B testing and introduces Google Website Optimizer as a tool for performing A/B tests. It explains that A/B testing involves testing two variations of a page, such as original and modified versions, to determine which performs better. An example is provided of an A/B test conducted on a product page to determine the best button color and text for increasing conversions. Steps for setting up an A/B test using Google Website Optimizer and Miva Merchant are outlined, including creating page variations, tracking codes, and validating/starting the test.
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A/B Testing with Website Optimizer
- 1. A/B Testing with Website Optimizer Brennan Heyde Technical Director – Professional Services 3/10/2012
- 2. Today’s Overview • What is A/B Testing? • Why You Should be A/B Testing • Real World Examples • Introduction to Google Website Optimizer • Walk though A Real Test Using Miva Merchant • Other Tools / Resources / Q.A.
- 3. What is A/B Testing? • Also called split testing • Complicated: Testing a baseline control sample with a variety of single-variable tests to improve conversion rates. • Easy: Testing two different versions of a page to see which one converts better.
- 4. What is A/B Testing? • 3 Parts to Any A/B test • 1. Original Page (A) • 2. Variation Page (B) • 3. Conversion Page
- 5. What is A/B Testing • Other Types of Testing: • Multivariate Testing – Testing multiple changes on the SAME page Examples: • Button Colors • Headlines • Placement of Calls to Action
- 6. Why you should be A/B testing • Data Driven Decisions • Allows you to take personal preference (yours, your developers, your designers) out of the equation and help you make a data driven decision. • It will Increase your conversion rate!
- 8. Examples B
- 9. A
- 10. B
- 11. A
- 12. B
- 13. What Should You Test? • Different Product Page Layouts • Checkout Variations • Alternate Payment Methods • New Features • Promotions Create a plan before you begin.
- 14. Scottevest.com • Inside Zoom Vs Outside Zoom
- 15. Scottevest.com • Inside Zoom Vs Outside Zoom
- 16. Scottevest.com • Category Quick View
- 17. Scottevest.com • Runway Videos – 32% Improvement
- 18. Scottevest.com • Paypal vs No Paypal
- 19. What is Google Website Optimizer? • Free Tool from Google • Allows you to easily perform A/B tests on your website. • Track Results and make data driven decisions • Increase your conversion rate • Use your same Google Account Login
- 20. Our Test Experiment • Question: What add to basket button color and text converts best for my customers? Original: Grey – Add to Basket Test Cases 1. Green – Add to Cart 2. Red – Add to Cart 3. Greem – Add to Basket 4. Green – Add to Basket
- 24. A/B Checklist
- 25. How to Create Page Variations in Miva Merchant? • Trick: Any parameters passed in the URL automatically become global variables in Miva. • Ex: www.mystore.com/mm5/merchant.mvc?button=1 • I can now use &mvt:global:button; OR <mvt:if expr=“g.button EQ 1”> <img src=“/images/button1.jpg” /> <mvt:elseif expr=“g.button EQ 2"> <img src=“/images/button2.jpg” /> </mvt:if>
- 26. How to create page variations in Miva? • This allows us to use these different URLs in Website Optimizer Orginal: http://www.mystore.com/product/product_code.html Variations: http://www.mystore.com/product/product_code.html?button=1 http://www.mystore.com/product/product_code.html?button=2 http://www.mystore.com/product/product_code.html?button=3 http://www.mystore.com/product/product_code.html?button=4
- 27. Edit PROD Then Product Display Layout Add the conditional statement where your add to cart button appears
- 29. Adding the JavaScript Code
- 30. Tracking Code – Step 1 Original Page – Control Script
- 32. Head Tag Conditional Statement <mvt:if expr="g.Screen EQ 'PROD' AND g.Product_Code EQ '3583' AND ISNULL(g.button)"> // control script goes here <mvt:elseif expr="NOT ISNULL(g.button)"> // Variation tracking code goes here <mvt:elseif expr="g.Screen EQ 'INVC'"> // Conversion tracking code goes here </mvt:if>
- 33. Validate Your Pages, Start The Test!
- 34. View Results
- 35. Additional Notes • You can run multiple tests at the same time • GWO will give you improvement on conversion rate. However, you can use Google Analytics custom variables to also track: • Average Order Value • Number of Transactions • Per Visit Revenue
- 36. Additional Resources / Questions • http://blog.kissmetrics.com/guide-google- website-optimizer/ • http://www.google.com/intl/en/websiteoptimizer/ tutorials.html • http://www.google.com/intl/en/websiteoptimizer/ articles.html