Ozon.ru first in runet launches A / B Testing
Online store Ozon.ru began to conduct A / B Testing of individual elements of your site. The screenshots below show the different names of the block of personal recommendations for two users (the screenshots were made under different accounts at the same time). Under one account the advisory blog is called Personal Recommendations , under another - Perhaps it will interest you .
The A / B Testing technique (A / B testing) consists in showing different versions of the site or its elements to different groups of users and then collecting statistics on the behavior of these groups. In the simplest case, you can test only two options (hence the name A / B Testing), but you can complicate the task to 3+ options (sometimes called MVT Testing, from multivariate). Using this approach, in a short period of time it is possible to determine which version of the design or interface is better (in the sense of views, clicks, orders, money or other metrics). In the future, you can choose the most successful option, or show different designs to different user segments, leaving the segment for testing. The approach is very interesting both in terms of analytics and marketing, and most importantly, it gives practical results.
To implement A / B testing requires appropriate technological solutions and a system for collecting statistics. It is necessary to show different users different sites, at the same time, to fix to whom and what was shown. Moreover, user samples should be at least slightly correct from a statistical point of view, in terms of volume, by choice, a control group should be selected (I wrote about it earlier ). Ozon.ru uses its own developments to show its variants, and Omniture's web analytics system for collecting and calculating statistics.
In the English segment of the Internet A / B Testing is used very widely. But in Runet, as far as I know, these are the first experiments on sites of this scale. In my opinion, this is a very correct step for Ozone, along with the launch of a system of personal recommendations, C2C trading, selling digital content (books and software) and providing your web storefront to other stores.
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This article is in my blog .
The A / B Testing technique (A / B testing) consists in showing different versions of the site or its elements to different groups of users and then collecting statistics on the behavior of these groups. In the simplest case, you can test only two options (hence the name A / B Testing), but you can complicate the task to 3+ options (sometimes called MVT Testing, from multivariate). Using this approach, in a short period of time it is possible to determine which version of the design or interface is better (in the sense of views, clicks, orders, money or other metrics). In the future, you can choose the most successful option, or show different designs to different user segments, leaving the segment for testing. The approach is very interesting both in terms of analytics and marketing, and most importantly, it gives practical results.
To implement A / B testing requires appropriate technological solutions and a system for collecting statistics. It is necessary to show different users different sites, at the same time, to fix to whom and what was shown. Moreover, user samples should be at least slightly correct from a statistical point of view, in terms of volume, by choice, a control group should be selected (I wrote about it earlier ). Ozon.ru uses its own developments to show its variants, and Omniture's web analytics system for collecting and calculating statistics.
In the English segment of the Internet A / B Testing is used very widely. But in Runet, as far as I know, these are the first experiments on sites of this scale. In my opinion, this is a very correct step for Ozone, along with the launch of a system of personal recommendations, C2C trading, selling digital content (books and software) and providing your web storefront to other stores.
')
This article is in my blog .
Source: https://habr.com/ru/post/29334/
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