Boost Conversions and Raise your Revenues with A/B testing in Rails:
Motivations:
* Products with highly relevant messaging find their way into the hands of people happy to pay for them.
* Gain insight into which features of your product resonate most with customers.
* Validate market appetites for different flavors of product messaging.
* Propose alternate layouts without compromising overall design goals.
* Automation skills harmonize well with product and marketing groups in this arena.
2. What do you mean by conversions?
Conversion optimization is a focused attempt to
increase (optimize) the proportion of site
visitors who choose to take specific actions that
benefit your business (convert).
3. This is a $500 click.
How many clicks
would you like?
Image Ⓒ Metro Atlanta Marketing
4. Target audience for today’s talk:
● Customers
○
Products with highly relevant messaging find their way into the hands of people happy to
pay for them
● Product owners
○
Gain insight into which features of your product resonate most with customers
● Marketers
○
Validate market appetites for different flavors of product messaging
● Designers
○
Can propose alternate layouts without compromising overall design goals
● Developers
○
Automation skills harmonize well with product and marketing groups in this arena
5. Nota bene
I’m a consulting application developer, so my
design and marketing speech isn’t exactly
native.
I met a new coworker speaking at TechCamp
2012 and I’m glad to be back.
dpritchett.net // coroutine.com
6. What do you mean by A/B testing?
Pick a single element of your presentation and
think up an alternative. Set up your site to show
one version to some viewers and the other to
the rest. Track conversion results separately.
Implied: At the end of the test, keep the winning
element.
7. What can we tweak?
●
●
●
●
Copy
Positioning
Colors
Timing
● Pricing
● Discounts
● Everything!
8. How can I track a test?
Image Ⓒ Rahul Rodriguez
9. Why not A/B/C/D/E testing?
A/B tests are intentionally simple - fewer
moving parts confer several benefits over a
‘multi-armed bandit’ approach:
● Quicker to get started
● Easier to explain to the rest of the company
● Harder to misinterpret results
10. The Funnel
How do we
shepherd front
page viewers
towards that
$500 click?
Image Ⓒ Metro Atlanta Marketing
12. How do I start?
Consultant’s motto:
“It depends.”
Visual Website Optimizer:
“No coding or HTML knowledge
required!”
Optimizely:
“A/B testing you’ll actually use.”
By hand:
Run page A for a week, run page
B for a week
Bespoke:
Roll your own toolkit
13. For Ruby on Rails...
Let’s try the “split” gem.
<% ab_test("login_button", "/images/button1.jpg", "/images/button2.jpg") do |button_file| %>
<%= img_tag(button_file, :alt => "Login!") %>
<% end %>
<img alt=”Login!” src=”/images/button1.jpg”>
or...
<img alt=”Login!” src=”/images/button2.jpg”>