A/B Testing

Synopsis

As a leader, you wouldn't make a decision without evidence. As a leader, you test, you learn, you modify. Then start over. With that in mind, You Exec developers created a customizable A/B Testing presentation, which allows to gather, organize and share data through easily-editable slides and help your company's sales and conversions skyrocket.

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Slide highlights

Spell out all next steps in the testing process. Consider: choosing one variable to test; identifying goals; dividing sample groups equally and randomly; creating an action plan based on your findings and planing your next A/B test.

To figure out what to test, employ A/B testing Decision Tree. This tool can map out the objective and the hypothesis that will help you reach it. When your hypothesis is ready, you can project the variants your team will be testing.

In this slide, register your results and analyze them based on the goals you set at the beginning of the A/B testing process. Record what you learned and how you can optimize processes to get better results in the future.

Application

In a nutshell, A/B testing is a method that compares two versions of something to determine which performs better. In recent years, businesses have realized that the online environment is perfect for getting answears to questions like, "What is most likely to make people click? Or buy our product? Or register with our site?" a thought leader in business analytics, Kaiser Fung, told "Harvard Business Review." Thus, A/B testing is now utilized to assess everything from website design and special offers to headlines, product descriptions and much more.

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One simple rule of thumb to remember: if you have an audience, always run A/B tests. Also, you should run a test until there's at least a 95% chance to beat the control and the duration of the test should be no less than seven days.

Case studies

Ringier Group

Swiss media company Ringier Group is known for overseeing more than 120 news­papers and mag­a­zines, sev­eral ra­dio and TV stations, plus, over 80 web and mo­bile plat­forms.

Simone Haberli, Project Manager at "Blick–" one of the Ringier's properties, noticed that "it has become evident that you can no longer drive journalism by gut feeling alone," so the Ringier team adopted editorial A/B testing as a strategy to gain better understanding of users' behavior, get direct feedback about their products and rank higher than the competition.

Questions and answers

How does A/B testing align with digital transformation initiatives in the media industry?

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A/B testing aligns with digital transformation initiatives in the media industry by enabling data-driven decision making. It allows media companies to test different versions of their digital content to see which one performs better. This can lead to increased page impressions, click-through rates, and overall user engagement, as seen in the case of Blick's editorial A/B testing. The data gathered from A/B testing can inform future digital strategies, making it a key component of digital transformation.

What are the practical applications of A/B testing in the digital media industry?

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A/B testing in the digital media industry has several practical applications. It can be used to test different versions of a webpage, ad, or other digital content to see which performs better. This can help increase click-through rates, page impressions per visitor, and overall user engagement. It can also help identify what content is most effective at driving conversions, allowing for more targeted and effective marketing strategies. Ultimately, A/B testing can lead to significant improvements in ROI.

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One month into the testing, the "Blick" team saw tremendous success and ROI from their editorial A/B testing. In fact, on average, page impressions per visitor increased by 4.9%, and the click-through rate on the homepage to the article increased by 19.7%. "Blick's" Head of Digital Media, Martin Fessler, said: "The aim with A/B testing is really to completely integrate it in our process."

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Amazon Game Studios

When Amazon Game Studios launched a plane-based tower defense mobile game, Air Patriots, in 2012, the development team uses A/B testing to experiment with new ideas. Senior Producer Russell Carroll and Game Development Engineer Julio Gorge opened up about what made them advocates for A/B testing and what the process was like.

Questions and answers

Can you provide an example of a successful A/B testing project and explain its impact?

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A successful example of an A/B testing project can be seen in the case of the Air Patriots team. They ran several A/B tests, including marketing cross-promotion, customer-retention, difficulty, and monetization with ads. These tests led to a significant increase in retention and monetization for Air Patriots, demonstrating the effectiveness of A/B testing in optimizing various aspects of a product or service.

How can A/B testing contribute to customer retention and monetization?

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A/B testing can significantly contribute to customer retention and monetization by allowing businesses to compare two versions of a webpage, app, or other product to see which performs better. It provides data-driven evidence to make informed decisions. For instance, in customer retention, A/B testing can help identify which features, designs, or content keep users engaged for longer. In terms of monetization, A/B testing can be used to determine which pricing model, ad placement, or sales strategy generates more revenue. The insights gained from A/B testing can lead to improvements in the product, thereby increasing customer satisfaction, loyalty, and ultimately, revenue.

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For this project, Air Patriots' team ran several A/B test, including marketing cross-promotion A/B test, customer-retention A/B test, difficulty A/B test and monetization A/B test with ads, all of which led to a massive increase in retention and monetization for Air Patriots. "It'd be crazy not to have [A/B testing]," the game makers said.

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