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A/B 实验:执行不容忽视的测试

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mrsohel 发表于 2022-11-24 14:46 | 显示全部楼层 |阅读模式
如果你想说服人们改变他们做某事的方式,你最好就原因提出可靠的论据。这是我在 Marketo 对我们的电子邮件营销活动和登陆页面进行 A/B 测试时学到的一课。如果你不能捍卫你的测试的有效性,查明你的变量,并用统计分析来支持你的结果,那么没有人会采纳你提出的改变。那么说服人们的最佳方式是什么?像对待实验一样对待你的 A/B 测试。概述您的实验,整理您的数据,让数字说明一切。需要统计显着性的复习课程吗?查看我们的测试统计终极指南,这将帮助您清楚、自信地解释您的结果——即使您的团队成员对数学过敏。如果您的公司一直认为您的结果是巧合或不适用,那么以下是构建和呈现您的电子邮件和登录页面 A/B 测试的方法:您的控制是您的电子邮件或登录页面的未更改版本——您已经拥有的版本一直在用您将希望隔离控件的一个变量以进行隔离和更改;这应该是您认为影响结果的任何变量。当需要展示你的发现时,保持所有其他变量不变是至关重要的。通过在每次 A/B 测试中仅更改和测试一个变量,您可以更准确地归因于结果中的任何差异。随着大约 1000 次打开和 500 次点击,个人地址更加成功。

我们的信心水平是 99%,这意味着我们的结果是 99% 可靠的 阿联酋手机号 而不是偶然的。对于这样的测试,置信水平高于 95% 通常被认为“具有统计显着性”。而且因为我只分离了一个因素,所以我能够轻松找出点击次数较多的原因。 Marketo 现在会尽可能在我们的电子邮件中使用个人姓名。在测试之前,预测一下您认为测试可能会影响哪些性能结果、它们将如何受到影响以及为什么会受到影响。对任何结果持开放态度很重要——这将帮助您说服您的团队您的结果是科学的,而不是基于您的直觉。例如,我最近对后续电子邮件的两个版本进行了 A/B 测试——一个带有横幅图片,一个没有。我的假设是带有横幅图片(右侧)的电子邮件具有更高的点击打开率。横幅使电子邮件更加动态和令人兴奋,并为读者提供了第二个“立即下载”按钮。事实上,没有横幅的电子邮件显示点击打开率增加了 12%(置信度为 99%)。结果令人惊讶,但令人信服。样本量越大,您的结果就越可靠。


话虽这么说,您显然希望尽快使用获胜版本,如果您开始太大,您将有一半的庞大群体收到效率较低的电子邮件。最佳做法是从较小的一面开始,请记住,如果您的公司需要额外的说服力,您可以随时重复电子邮件测试。或者,您可以让着陆页测试运行更长时间以建立样本量。不确定应该运行多少测试?使用我们的着陆页拆分计算器,了解您应该运行多少个版本,或者每个版本应该运行多少天。一定要控制任何可能影响结果的外来因素。这使步骤 1(隔离单个变量)更深入。为了减少这些因素,您不仅需要保持控制不变——您还需要同时发送测试电子邮件,同时运行两个版本的着陆页,并确保测试是随机的。例如,如果您使用的是 Marketo,则可以将电子邮件的两个版本发送到指定电子邮件列表中 50% 的随机样本。您还可以将登陆页面 URL 的流量平均分配到登陆页面的两个不同版本。

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RidgeMen 发表于 2022-11-24 21:24 | 显示全部楼层

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