Data Analysis & A/B Split Testing

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BUS572 Blog #2

A/B Split Testing & Google AdWords

In this week’s reading of Stoke’s chapter 15: Web Analytics and Conversion Optimization, I found the section on testing and data analysis to be the most intriguing topic.  We use data analysis to test and analyze data that will tell us about the user’s experience, so we can improve that experience for the user.  There are multiple types of testing such as A/B split testing, Multivariate testing, listening labs, and the book also mentions single-page heat maps.  These are all examples of tools to study user behavior and help to determine why users do what they do to ultimately increase website performance rates.

            A/B split testing seems to be one of the most successful and popular testing strategies.  A/B testing will measure two different version of a page and determine which page results in a better outcome or conversion rates and Click through rates.  With this testing tool, you can have half of the users see one page, and the other half will see another page that you are testing, but not ready to launch fully yet.  This way you can see if your new page is successful by looking at the results of the conversion rates on each page.  This is a very useful tool because it is proven that it will improve the website’s revenue by ultimately determining what the customers and users want.  The global marketplace is constantly changing and updating, and the consumer is also ever changing as well.  The reason A/B testing is so important is that it can keep up with this fluctuating market. 

            The most important skillset I have acquired in this past session is definitely working with Google’s AdWords.  It was interesting working with all of the features and tools on Google to find keywords and to determine the best keywords to use with the budget we have.  It seems that having this skillset and knowledge is important because it helps to fully comprehend search engine optimization. 

            What I have found rewarding and challenging in this session is the topic I mentioned above, Google AdWords.  It took some messing around with the keyword tool and watching multiple Google tutorials to finally understand exactly what I was supposed to be doing with my keywords.  It was a little frustrating at first because obviously, I had never used AdWords before, however now I am somewhat confident that I can use the keyword tool and develop keywords successfully. I guess we won’t know until we launch these keywords.  However, Google made it pretty easy to learn how to use AdWords and I will say that it was rewarding to be able to teach myself the skills.   

            Has anyone else had the same struggles I have had with using Google AdWords?  Do you think it can be confusing the first time using it and once you have used it, do you feel confident in your keyword choices or are you still a little unsure?  I would love to hear other’s feedback regarding their first time using the keyword finder.

OWDT Admin Team, . "OWDT." The Many Advantages of A/B testing. N.p., 07 10 2013. Web. 4 Feb. 2014. <http://owdt.com/the-many-advantages-of-ab-testing/>.