A/B Testing Buchzusammenfassung - das Wichtigste aus A/B Testing

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Zusammenfassung von A/B Testing

Name: A/B Testing
Rating: 4.3 (58 reviews)
Author: Dan Siroker and Pete Koomen

Dan Siroker and Pete Koomen

The Most Powerful Way to Turn Clicks into Customers

4.3 (58 Bewertungen)

16 Min.

Kurz zusammengefasst

"A/B Testing" by Dan Siroker and Pete Koomen is a guide that explains the concept of A/B testing, how to design experiments, and how to use data to make informed decisions that drive growth and success in business.

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What’s in it for me? Discover how to optimize your online presence.

What are the first things you do when setting up a business? You come up with a name, and maybe a logo, and you create a website. Most potential customers will find out about you by clicking on your website; many will buy what you sell online, too. Clearly your website is very important.

So you need to optimize it, to use the best possible format for people to use. And how do you do this? Through A/B testing. These blinks will show you how using this method can significantly increase the number of people clicking on your site.

In these blinks you’ll discover

how A/B testing helped Obama get elected;
why when it comes to websites, less is more; and
why even a failed experiment is a good one.

If you want to optimize your website and engage your visitors, try A/B testing.

Thanks to the internet, companies have unprecedented opportunities to find new customers. All you need is a website, and then anyone can see – and buy! – whatever you’re selling. But although it sounds easy, creating a site that entices people to spend is difficult. Luckily, there’s a surefire way to figure out what works: an A/B test.

The principle behind A/B testing is simple: By showing different versions of your site to randomly selected test groups over a short period of time, you generate data on which option is the most effective. This data offers organizations huge opportunities to increase visitor engagement.

For instance, the 2008 Obama campaign website allowed users to leave their email addresses if they wanted to sign up for a newsletter or contribute to the campaign. The page displayed a photograph of the candidate in an ocean of supporters waving “Obama 2008” flags next to a field for entering email addresses, along with a “sign up” button.

The Obama team wondered whether this was the best possible image and button combination. After a series of A/B tests using different images and texts, they found a winner: Visitors were 40.6 percent more likely to share their email address when the website showed a photo of Obama surrounded by his family, next to a button that said “Learn more.” For the Obama campaign, this change resulted in 2.8 million more email subscribers and an additional $57 million in donations.

As you can see, A/B testing offers huge advantages. And it’s worth noting that although this testing technology used to be complicated and expensive, that’s no longer the case. In recent years, A/B testing has become an established method to improve web pages. And to facilitate this, web optimization platforms, such as Optimizely, have made it easy for anyone to implement A/B testing.

In order to start A/B testing, you need a clear hypothesis and a definition of success.

Are you ready to start optimizing your website? Well, GREAT. But before you begin, you need to consider exactly what you want to test. Because without a definition of success and a hypothesis, the test won’t tell you much.

So start by clearly defining quantifiable success metrics – that is, metrics which measure whatever data is most relevant to you – in order to evaluate the testing later.

A/B testing is a great way to explore major changes for your site.

Although A/B testing is great for tweaking and refining your online presence, it can also lead you to make major, widespread changes in how you structure your site.

This was what Disney experienced when it performed an A/B testing experiment on the homepage of one of their TV networks, ABC Family. When they examined their search logs, the Disney team noticed that a lot of visitors were searching for specific shows. So instead of making minor tweaks, they decided to create a completely different homepage structure which listed all the shows, making them easier to find.

Declutter your site design to boost user engagement.

Imagine visiting a website and being immediately bombarded with images, pop-ups and requests to sign up. No doubt you would leave as soon as possible and never return.

This is something most of us intuitively grasp: When it comes to site design, less really is more. In fact, A/B testing has shown that removing any fields that aren’t absolutely crucial will have a huge impact on engagement.

Using the right language will engage people and make your website more effective.

An image says more than a thousand words, as the saying goes. And although there’s a lot of truth to that, A/B testing shows us that if you really want to engage people, you need to find the right words.

And one way language can help make your website more effective is by making the meaning of clicks clearer to the end user.

When it comes to A/B testing, failure is a blessing.

Scientists often say that there’s nothing more exciting than discovering something that doesn’t work, because you can learn so much from failure. Well, exactly the same applies to A/B testing: Failure can be a blessing.

This principle applies to every sort of failure, including the small ones. Because even dead ends that seem insignificant now can be useful later on.

Convince your colleagues to implement data-driven approaches to business.

Just as political movements need activists and lobbyists to bring about change, A/B testing needs evangelists. And if you want to implement this practice within your own organization, you might need to become a spokesperson for it.

And one of the best ways to convince other people of the impact of data-driven approaches is to communicate the results of simple tests that display the immense value of A/B testing. Simply presenting images of variations and test results on a regular basis will convince stakeholders that data-driven testing works, thus bringing enormous benefits.

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Worum geht es in A/B Testing?

We all know that the internet has changed the way we do business. After all, today nearly every company has a website, but how many businesses manage to effectively optimize their online presence? Well, A/B Testing shows you how to develop and refine your website through simple experimentation and evaluation – all to attract more customers and boost your bottom line.

Bestes Zitat aus A/B Testing

Data is what matters. – Brian Gumm, Netflix

—Dan Siroker and Pete Koomen

Wer A/B Testing lesen sollte

Start-up owners
Anyone who relies on a website to generate revenue
People looking to explore data-driven approaches to business

Über den Autor

Dan Siroker was director of analytics for Obama’s 2008 presidential campaign. He is the co-founder of Optimizely, a platform which helps businesses use data to improve their online presence.

Pete Kooman is a former Google employee and the co-founder of Optimizely.

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