A/B Testing

Infographi
cs
Here is where this
template begins
A B
 A/B Testing Infographics
Define goal
It’s a gas giant and the
Test until
biggest planet
significant 01
Despite being red, Mars
is a cold place 05 02 Generate idea
Venus is the second
Crown the
planet from the Sun
champion 04 03
Mercury is the closest
Implement
planet to the Sun
changes
Despite being red, Mars
is a cold place
 A/B Testing Infographics
Variation Users Conversions CR Uplift Change

A Default 30,000 1,200 4.00% — —

B Variation 30,000 1,280 4.25% 5.00% 89.1%

Chance of B
Sum of newsletter sign ups
outperforming A
5000 5000
4000 4000
3000 3000
2000 2000

1000 1000

S M T W T F S A B
 A/B Testing Infographics
01
Define goal
01
05 It’s a gas giant and the
Test until biggest planet
significant
Mercury is the closest 02
planet to the Sun 05 02
Continuous Generate idea
improvement Venus is the second
04
Crown the planet from the Sun

champion
Despite being red, Mars 03
is a cold place 04 03 Implement
changes
Despite being red, Mars
is a cold place
 A/B Testing Infographics
A/B Growth
Market Product Testable
testing conversio
needs roadmap chunks
CRO n

01 02 03 04 05

Program management
 A/B Testing Infographics

VS

Variation A Variation B
15% conversion 50% conversion

Venus has a beautiful name and is Saturn is the ringed planet. It’s
the second planet from the Sun in composed mostly of hydrogen and
the Solar System helium
 A/B Testing Infographics

Before optimization With optimization After optimization

Buy now Buy now Buy now Buy now

Original -1% Variation -4.5%

$1,000 in sales $4,000 in sales

Thanks
 A/B Testing Infographics
A/B Testing overview
Despite being red, Mars is
a cold place full of iron
oxide dust
Step 1
Mercury is the smallest
of them all
Step 4
Neptune is very far
Step 2 away from Earth
Saturn is a gas giant and
has several rings
Step 5
Earth is the planet
where we live on
Step 3
Jupiter is the biggest
planet of them all
 A/B Testing Infographics

Control Variation
It has a beautiful name and It’s made of hydrogen and
is the second planet from helium. It has rings. It’s a
A the Sun
B gas giant

Conversion Conversion

30% 60%
 A/B Testing Infographics
Conversion Conversion
8,543 7,876
s s
Jupiter is the biggest It’s the farthest planet
of them all from the Sun

5,786 Clicks A B Clicks 3,543

Mercury is the Venus is the second
smallest planet planet from the Sun

4,765 Sign up Sign up 4,342

Saturn is a gas giant Earth is the third
and has rings planet from the Sun
 A/B Testing Infographics
Control
Neptune is the farthest
20 planet from the Sun

% Variation
Mercury is the closest B
planet to the Sun

Control
Venus has a beautiful name
and is the second 30
Variation %
Despite being red, Mars is
A a very cold place
 A/B Testing Infographics
100
Visits to Leads 90
80
70
60
50
40
30
20
10
0

Variation A Variation B
Mercury is the closest planet to the Despite being red, Mars is cold and
Sun and the smallest one full of iron oxide dust
 A/B Testing Infographics

50% A Conversion

Jupiter is the biggest

65% planet of them all

50% B Conversion

Saturn is a gas giant and

85% has several rings
 A/B Testing Infographics
01 02
Design base layout Create variations
Jupiter is a gas giant and Mercury is the closest
also the biggest planet planet to the Sun

03 04
Define test plan Collect data
Despite being red, Mars is Venus is the second planet
a very cold place from the Sun

05 06
Run with best Set up another A/B
option test
Neptune is the farthest Earth is the only planet that
planet from the Sun harbors life
 A/B Testing Infographics

01 02
Analyze data Hypothesis
Mercury is the closest It’s a gas giant and the
planet to the Sun and biggest planet in the
the smallest one Solar System
Four steps of
A/B testing
04 03
Evaluate results Experiment
Despite being red, Mars Venus is the second
is a cold place full of planet from the Sun and
iron oxide dust it’s terribly hot
 A/B Testing Infographics

Conversion
Visitors Conversions Results
rate

Jupiter is a gas giant and

A 8343 189 4%
also the biggest planet

Venus is the second planet

B 7849 173 3%
from the Sun
 A/B Testing Infographics
Mercury Mercury
Mercury is the closest Mercury is the closest
planet to the Sun planet to the Sun

Mars Mars
Despite being red, Mars Despite being red, Mars
is a cold place is a cold place

Jupiter Jupiter
It’s a gas giant and the A B It’s a gas giant and the
biggest planet biggest planet

Venus Venus
Venus is the second Venus is the second
planet from the Sun planet from the Sun

Saturn Saturn
Saturn is the ringed one. Saturn is the ringed one.
It’s a gas giant It’s a gas giant
 A/B Testing Infographics

A Vs
B
100
Test A Conversion 100
Test B Conversion
80 80
60 60
40 30% 40 8%
20 20
0 0
 A/B Testing Infographics
Variation A vs Variation B

Mercury is the closest planet Venus is the second planet

to the Sun from the Sun

100% Conversions 20%

30% Clicks 50%

70% Impressions 10%

50% Sign up 30%

10% Sales 100%

 A/B Testing Infographics

Conversion Conversion

30 20

A B
% %

Control Control
Venus is the second planet Neptune is the farthest
from the Sun planet from the Sun

Variation Variation
Despite being red, Mars is Mercury is the closest
a very cold place planet to the Sun
 A/B Testing Infographics
Venus has a beautiful
name
Neptune is the 1 Venus
farthest planet
A
2 Earth
Earth is the planet we
live on
A/B testing
Mercury is the closest
to the Sun Mercu
3
ry
B
Mars is a very cold
place
4 Saturn
Saturn is a gas giant
and has rings
 A/B Testing Infographics
01
Define goal
05 It’s a gas giant and the
Test until biggest planet
significant
Mercury is the closest 02
planet to the Sun
Generate idea
Venus is the second
04
Crown the planet from the Sun

champion
Despite being red, Mars 03
is a cold place Implement
changes
Despite being red, Mars
is a cold place
 A/B Testing Infographics

01 02 03
Implement
Define goal Generate idea
changes
It’s a gas giant and the Venus is the second Despite being red, Mars
biggest planet planet from the Sun is a cold place

04 05
Crown the Test until
champion significant
Mercury is the closest Despite being red, Mars
planet to the Sun is a cold place
 A/B Testing Infographics

Goal Changes Test

Mars is a very Mercury is the It’s a gas giant
cold place smallest planet and the biggest

1 2 3 4 5

Idea Crown
This gas giant has This is where we
several rings live on
 A/B Testing Infographics

75%
Variation
Mercury is the closest
A planet to the Sun and
the smallest one Variation
B

25%
 A/B Testing Infographics

A B

Visitors 8343 7849

Conversions 189 173

Conversion 4% 3%
rate
Jupiter is a gas giant and Venus is the second planet
Results also the biggest planet from the Sun
 A/B Testing Infographics

75%
Conversio
vs 50%
Conversio
n n

Variation Variation
A B
Despite being red, Mars Venus is the second
is a cold place planet from the Sun
 A/B Testing Infographics

01 02 03 04
Form an
Analyze data Experiment Evaluate results
hypothesis
Mercury is the closest planet It’s a gas giant and the Despite being red, Mars is a Venus is the second planet
to the Sun and the smallest biggest planet in the entire very cold planet full of iron from the Sun and is terribly
one of them all Solar System oxide dust hot
 A/B Testing Infographics
A B
Mercury Mercury
Test
100 Mercury is the closest
80 planet to the Sun and
60 the smallest one in the
52% Solar System
40
20
0
Venus
Conversion
30
+56%
30% 8%
150

50
 A/B Testing Infographics

Mercury is the closest

planet to the Sun
Analyze data

Venus is the second

planet from the Sun
Form an hypothesis

A/B testing
Jupiter is a gas giant and
the biggest planet
Experiment

Yes, this is the ringed

one. It’s a gas giant
Evaluate results
 A/B Testing Infographics
Data Hypothesis Experiment Evaluation

Earth is the third It’s the farthest planet Despite being red, It’s the closest object
planet from the Sun from the Sun Mars is a cold place to the Sun

A B
A
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