Product Roadmap via A/B Testing
Market Needs +
Product Roadmap
Product
Growth Conversion
Data Scientist
or Analysts
Customer
Product Managers or
Roadmap into
Implementation via
Expectations +
business Analysts
Testable Chunks
A/B Testing CRO
Business Goals
01
Deconstruct
02
Business Analyst or
Developers or
UX Designers
CRO Analysts
03
Program Management
(Dedicated CRO program Manager)
04
05
A/B Testing Process
01
Define Goal (conversion)
Before your create a test, your
01
need to know what, exactly,
04
you’re hoping to accomplish.
Crown the New Champion
Once you’ve launched your
02
02
test, you need to let it run for a
05
long enough period of time.
Brainstorm/Generate Idea
CONTINUOUS
Once you’ve determined a
IMPROVEMENT
goal you want to accomplish,
you’ll need to generate ideas.
05
Test Until Statistically Significant
By this point, you’ve set a goal,
03
Implement Changes
You will be need to implement
changes with highest potential,
intuition and best practices.
03
04
select a page and determine
what you want to test.
A/B Testing Process
VARIATION A
30%
Conversion rate
50% visitors
see variation A
VARIATION B
16%
50% visitors
see variation B
Conversion rate
A/B Test Results
VARIATION
CONVERSION RATE
IMPROVEMENT
CONFIDENCE
CONV./VISITORS
STATUS
ORIGINAL
0.15% (+0.10%)
-
-
5/5,134
Stopped
VARIATION 01
0.25% (+0.20%)
+150.00%
97.01%
13/5,152
Winner
A/B Testing Line Graph
Total visitors
Average conversion rate
Original
Variation 01
A/B Test Tracking
OWNER (LIST
LANDING PAGE
NAME OF
NAME
DRI FOR TEST
STATUS
TEST
START
END
PREDICTION
RESULT
STATISTICALLY
SIGNIFICANT ?
NOTES
NEXT STEPS
HERE)
How to Create
Visuals for
Marketing
John
Smith
Demo
Amanda
Landing Page
Morgan
Call Sales
John
Landing Page
Smith
Completed
swapped with
5/17/17
5/20/17
subheader
Not Started
Different image on
B version
A is the title, B is
better because the
original sub header is
Success
✓
more actionable
5/27/17
6/20/17
background) will
Inconclusive
X
descriptive
better because it
was statistically significant at
setting up a/b on CTA
95% confidence. Declared
placement next
than A - not statistically
significant but declared B as
winner.
Version A will perform
7/6/17
Chose Variation B as winner,
Variation B performed 4% better
perform better
6/23/17
than the original version and
version B the winner
Version B (image with
Different Headline.
Not Started
Variation B performed 8% better
Version B will perform
LP Header
Inconclusive
X
matches promo copy
Chose Variation B. setting up
a/b test testing two different
types of images next
Version A performed 3% better,
Chose Variation A as winner,
not statistically significant. Test
running template-level A/B test
ran for 3 weeks.
next
Test "A" converted 33%better
2018
Predictions
Landing Page
Amanda
Morgan
In Progress
Copy bullets vs long
form paragraphs
6/17/17
7/12/17
version B will perform
better
Success
✓
than Test "B." We are100%
Chose Variation A as winner,
certain that the changes in Test
setting up a/b on CTA
"A" will improve your conversion
placement next
rate.
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