my story on a/b-testing
TRANSCRIPT
A/B-test ing
T o n W e s s e l i n g C h i e f O p t i m i z a t i o n O f fi c e r
O n l i n e D i a l o g u e
COMPUTERS
@ o n l i n e d i a l o g u e @ t o n w e s s e l i n g
THE WEB
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JUST DO IT.
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CORPORATE
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MEETINGS
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I T RELEASES
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DISTANCE
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GOOD OLD DAYS
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CONVERSATIONS
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CONVERSATIONS?
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ONLINE D IALOGUE Company goals Visitor goals €€€
Visitor Company
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Behavior Op6
miza6
on
to understand visitor behaviour!
Develop a process!
@ o n l i n e d i a l o g u e @ t o n w e s s e l i n g
ONLINE D IALOGUE Company goals Visitor goals €€€
Visitor Company
Behavior Op6
miza6
on
Employees
Tools
Methodology
Internal influencers Needs
Expecta6ons
Triggers
How can we convince them to do X?!
What are they looking for, what do they expect? !
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@ o n l i n e d i a l o g u e @ t o n w e s s e l i n g
OPTIMIZE Unlimited customers
No customers
High Quality Dialogues
Low Quality Dialogues
@ o n l i n e d i a l o g u e @ t o n w e s s e l i n g
HOW?
AB testing!Winner!!
Variation B!
Variation A!
Default!
@ o n l i n e d i a l o g u e @ t o n w e s s e l i n g
GROUNDHOG DAY
@ o n l i n e d i a l o g u e @ t o n w e s s e l i n g
METHODOLOGY
Hypothesis!
Alternative!
@ o n l i n e d i a l o g u e @ t o n w e s s e l i n g
PRODUCTION L INES
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TO DO
1: Knowledge centralization 2: Front-end flexibility 3: Continuous optimization
@ o n l i n e d i a l o g u e @ t o n w e s s e l i n g
Release ear l y, Release o f ten
Always be Opt im iz ing
T o n W e s s e l i n g C h i e f O p t i m i z a t i o n O f fi c e r
O n l i n e D i a l o g u e