​Полезные советы от директора по продуктам «Колёса, Крыша, Маркет», Дмитрия Ботанова.

Спикер рассказал об A/B-тестировании в "Колёсах" и о том, как запустить эту машину в своей компании.

A/B-тестирование – метод маркетингового исследования, суть которого заключается в том, что контрольная группа элементов сравнивается с набором тестовых групп, в которых один или несколько показателей были изменены, для того, чтобы выяснить, какие из изменений улучшают целевой показатель.

Тезисы из доклада Дмитрия:

1. Компании не внедряют A/B-тестирование, потому что это трудоемко – данное исследование тяжело реализовать, на выполнение зачастую нет времени

2. Только 30 % экспериментов дают положительный результат

3. Лишь 40-50% доработок без тестирования дают положительный эффект для продукта

4. 130 дней в год дают грязную статистику (праздники, выходные)

5. Для простых продуктов используйте: Google Optimize, Optimizely либо VWO

6. Популярный выбор больших продуктов это JS + Google Analytics

7. Для приложений используйте Firebase

8. Выбор «Колёса, Крыша, Маркет» – Firebase, Google Optimize, Excel и своя CMS

9. Ускорить процесс можно при помощи тестировании гипотез без разработки, используя ухудшающие тесты и сustomer development (тестирование идеи на потенциальных потребителях)

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