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Optimizely Workshop: Mobile Walkthrough
This webinar covered how to conduct A/B testing on mobile apps to address challenges like high user drop-off rates. It discussed setting up mobile experiments in Optimizely by making variations, setting audiences and traffic allocation, goals, and testing. Integrating A/B testing into the development process was also covered, with best practices like planning tests in sprints and using phased rollouts. The webinar aimed to explain how to set up and analyze mobile experiments to validate new features and improve key metrics.
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Optimizely Workshop: Mobile Walkthrough
- 1. Mobile Walkthrough: From 0to Experiment Pamela Ongchin Mobile Solutions Architect An Optimizely Online Workshop
- 2. A few tips: Thiswebinar will be recorded. We strongly encourage you to take notes! Feel free to ask questions at any time. There will be a live Q&A at the end of this session.
- 3. 1. What arethe biggest challenges in mobile app development? How can I address these with experiments? 2. How do I set up an Optimizely mobile experiment? 3. How does A/B testing integrate with my development process? 4. What are best practices when designing experiments? After today’s workshop, you should be able to answer the following questions
- 4. But first, tellus a little more about you!
- 5. What department doyou work in? Marketing Engineering Product poll
- 6. What is themost challenging issue that you face in your mobile app? question
- 7. On average, appslose 80% of their new users Source: Andrew Chen’s blog, http://andrewchen.co/
- 8. Some of thetop apps in 2014
- 9. The top appsfollow the same pattern Source: Andrew Chen’s blog, http://andrewchen.co/
- 10. It’s difficult tokeep users engaged 80% of new users drop off validate new features It’s difficult to be agile … high technical demands slow release process one-star reviews Common pain points:
- 11. • Measure theeffectiveness of new features. • Make data-driven decisions on what to build next based on test results. • Develop experiences that retain users and extend lifetime value. A/B testing can help you become more agile
- 13. The stylist andcustomer were 43% more likely to connect and ship a trunk of clothing, a key step in Trunk Club’s customer conversion funnel Due to higher quality of leads from the app, stylist productivity improved 90% No credit card required Credit card required
- 14. Okay, so A/Btesting can help me be more agile. What should I test?
- 15. What is theone key business metric that matters most for your app? Revenue Signups Engagement poll
- 16. Key Metrics forMobile Apps
- 17. Key Metrics forMobile Apps Opportunities to A/B test
- 18. 1. Onboarding 2. Productdetail screens 3. Promotions and upsell 4. Homescreen 5. Registration flow and checkout flow Top 5 areas Optimizely mobile customers are testing
- 19. 1. Onboarding (showvalue, engagement) 2. Product detail screens 3. Promotions and upsell 4. Homescreen 5. Registration flow and checkout flow Top 5 areas Optimizely mobile customers are testing
- 21. Secret Escapes OptimizesAcquisition • Goal: Looking to optimize LTV, sign up rates, and justify mobile ad spend • Experiment: Should the app require users to sign up in order to view travel deals?
- 22. Experiment Setup Version 1Version 2 Sign up gate with mandatory sign in on first user experience Sign up not required, added a “skip” button to close the sign up form
- 23. Results • Defying allexpectations, a mandatory signup gate was by far the optimal experience • Sign up rates increased 200%, LTV average increased, and LTV:CAC ratio was positive
- 24. 1. Onboarding (showvalue, engagement) 2. Product detail screens 3. Promotions and upsell 4. Homescreen 5. Registration flow and checkout flow Top 5 areas Optimizely mobile customers are testing
- 25. Add to cart(or bag)
- 26. 1. Onboarding (showvalue, engagement) 2. Product detail screens 3. Promotions and upsell 4. Homescreen 5. Registration flow and checkout flow Top 5 areas Optimizely mobile customers are testing
- 27.
- 28. 1. Onboarding (showvalue, engagement) 2. Product detail screens 3. Promotions and upsell 4. Homescreen 5. Registration flow and checkout flow Top 5 areas Optimizely mobile customers are testing
- 29.
- 30. 1. Onboarding (showvalue, engagement) 2. Product detail screens 3. Promotions and upsell 4. Homescreen 5. Registration flow and checkout flow Top 5 areas Optimizely mobile customers are testing
- 31.
- 32. 1. Onboarding (firstvalue, engagement) 2. Product detail screens 3. Promotions and upsell 4. Homescreen 5. Registration flow and checkout flow Top 5 areas Optimizely mobile customers are testing
- 33. 1. What arethe biggest challenges in mobile app development? How can I address these with experiments? 2. How do I set up an Optimizely mobile experiment? 3. How does A/B testing integrate with my development process? 4. What are best practices when designing experiments? After today’s workshop, you should be able to answer the following questions
- 34. Now, let’s createa mobile experiment.
- 35. Make the Variations Whatto test? Set Audiences Who sees the experiment? Set Traffic Allocation How many visitors are included? How are they split? 1 2 3 Set Goals Why are you testing? How will you measure success? 4 Preview & Test Does it work the way you want to? 4 5 Key Steps 5
- 54. Make the Variations Whatto test? Set Audiences Who sees the experiment? Set Traffic Allocation How many visitors are included? How are they split? 1 2 3 Set Goals Why are you testing? How will you measure success? 4 Preview & Test Does it work the way you want to? 5 5 Key Steps
- 59. Make the Variations Whatto test? Set Audiences Who sees the experiment? Set Traffic Allocation How many visitors are included? How are they split? 1 2 3 Set Goals Why are you testing? How will you measure success? 4 Preview & Test Does it work the way you want to? 4 5 Key Steps 5
- 61. Make the Variations Whatto test? Set Audiences Who sees the experiment? Set Traffic Allocation How many visitors are included? How are they split? 1 2 3 Set Goals Why are you testing? How will you measure success? 4 Preview & Test Does it work the way you want to? 4 5 Key Steps 5
- 65. Make the Variations Whatto test? Set Audiences Who sees the experiment? Set Traffic Allocation How many visitors are included? How are they split? 1 2 3 Set Goals Why are you testing? How will you measure success? 4 Preview & Test Does it work the way you want to? 4 5 Key Steps 5
- 67. Make the Variations Whatto test? Set Audiences Who sees the experiment? Set Traffic Allocation How many visitors are included? How are they split? 1 2 3 Set Goals Why are you testing? How will you measure success? 4 Preview & Test Does it work the way you want to? 4 5 Key Steps 5
- 68. 1. What arethe biggest challenges in mobile app development? How can I address these with experiments? 2. How do I set up an Optimizely mobile experiment? 3. How does A/B testing integrate with my development process? 4. What are best practices when designing experiments? After today’s workshop, you should be able to answer the following questions
- 69.
- 70.
- 71.
- 72. Brainstorm Prioritize & Design A/B TestingTimeline Implement
- 73. Brainstorm Prioritize & Design QA &Approve A/B Testing Timeline Implement
- 74. Brainstorm Prioritize & Design QA &Approve Run A/B Testing Timeline Implement
- 75. Brainstorm Prioritize & Design QA &Approve Run Analyze & Review A/B Testing Timeline Implement
- 76.
- 77. 1. What arethe biggest challenges in mobile app development? How can I address these with experiments? 2. How do I set up an Optimizely mobile experiment? 3. How does A/B testing integrate with my development process? 4. What are best practices when designing experiments? After today’s workshop, you should be able to answer the following questions
- 78. • Know whattests you want to run at the beginning of your sprint. • Have a developer involved in the process. • Use phased rollouts for new features. • Use live variables and code blocks. • Integrate Optimizely with your analytics platforms. Best Practices
- 79.
- 80. If the OptimizelySDK is installed, you can make visual changes to your app in between releases without additional code. True False poll
- 81. If the OptimizelySDK is installed, you can make visual changes to your app in between releases without additional code. True poll
- 82. If I wantto test an entirely new feature in my app, I need to get my developer involved. True False poll
- 83. If I wantto test an entirely new feature in my app, I need to get my developer involved. True poll
- 84. Use A/B tovalidate new features. A/B testing is a huge opportunity to improve metrics in your app. Once your SDK is installed (by your developer), you’ll be able to make visual changes without additional code. Testing new features requires developer involvement. Final Takeaways
- 85. Q&A Have a question?Type it into the chat box!