Luisa Valente | A/B Test | Performance optimization



A/B Test | Performance optimization

08 feb 2015, by Luisa Valente in all, events

A/B Testing is a simple way to test several different versions of a web page with live traffic, and then measure the effect each version has on visitors. Using A/B testing you can determine the most effective way to increase conversion rate—the rate at which visitors convert into customers.

The average conversion rate across the web is only 2%. That means 98% of visitors to most websites don’t end up converting. Using A/B testing, companies can improve the effectiveness of their marketing and user experience and in doing so can sometimes double or triple their conversion rates.

In the past, marketing teams were dependent on IT and engineering to implement A/B tests, and that proved to be a costly bottleneck.
In the near future marketers and web professionals will become obsolete if they don’t embrace a data-driven approach to decision.

We will discuss about A/B tests with Optimizely, a company specialized in A/B tests:

A/B TEST – Performance optimization by UX TORINO – The event has ended


Wednesday 18th Feb 2015,
7:30 – 9:30 pm, Toolbox Office, Turin – Italy

Admission is free and open to anyone interested, regardless of the level of knowledge.
After the presentation there will be a networking coffee break.

In 2007, when Obama was running for the nomination and trailing by double digits in the polls, an experiment was ran to optimize the landing web page of his Presidential campaign. The experiment tested two parts of the splash page of the website (the “Media” section at the top and the call-to-action “Button”).
Four buttons (Join us / Learn more / Sign up / Sign up) and six different media (three images and three videos) were tried in a multivariated test:

Every visitor to the splash page was randomly shown one of the 24 (4 buttons x 6 media variations) total combinations to test.
Researchers tracked whether they signed up or not. The combination with the highest sign-up rate was this one:
So, if Obama raised $60 Million by running this simple experiment, shouldn’t we care of our performance figures?