[ApéroTech Oxalide] Good A / B Testing Practices
What is it today that unites IT teams and marketing departments around the same method? Answer: A / B Testing. This method – which consists of testing several versions of pages with an audience share – was the theme of ApéroTech, an event organized on Monday evening by the host. Oxalide.
” I was surprised to see that the issue of A / B Testing was really topical. The impressions were very good and the lighting made by the Kameleoon teams will allow them to iterate on the subject ”, precise Sébastien Lucas, co-founder of Oxalide and at the initiative of ApéroTech.
Second highlight of the ApéroTech : a round table which invited four renowned pure-players: Justin Ziegler, CTO of PriceMinister, Déborah Lepunski, Web Marketing Product Manager atAuFeminin.com, Nicolas Silberman, CTO of Mediapart, and Bastien Didi, Marketing CRM and WebAnalytics research manager at Promovacances.
At PriceMinister, A / B Testing is an almost systematic mechanism:
"The tool is addictive Admits Justin Ziegler, who says he tested up to 96 variations of a product page. ” We cut everything into a puzzle and we mixed everything up, everything upside down
", he specifies.
Mediapart uses A / B Testing mainly on mailing:
"We put the first name in our mailings and we observed opening rates of around one and a half times compared to a previous campaign
", notes Nicolas Silberman, who is soon working on an overhaul of the subscription media site.
At Promovacances, which generates high traffic, homepages and landing pages have been massively A / B tested:
"We A / B test on 10-20% of traffic, and we test on 50-50% on all traffic if everything goes well
", says Bastien Didi.
Finally, At AuFeminin, we assure that the next innovations of the platform will necessarily go through A / B Testing.
Testimonials which therefore confirmed the strong interest of pure player sites in rethinking KPI’s and adding features using this method. An interest shared by other web players, in particular digital marketing agencies who could undoubtedly, in the long term, systematize the A / B testing solution in their recommendations.