A/B testing

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A/B testing

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Format MLA

Volume of 5 pages (1375 words)
Assignment type : Coursework

Description
Introduction

For this assignment, you are to propose and design an A/B test for any brand you select.

For a list of good candidates, I recommend choosing a Digitally Native Vertical Brand. Here’s the full list.

Part 1: Describe the A/B test you would like to run

A. Describe the set up of the A/B test.

o What are the specific elements you intend to test?

o How would you implement the test? Would it be a “live” A/B test or a pretest? Why did you make this selection?

o What outcomes or dependent measures would you use in assessing the effectiveness of the test. How would you determine which version is “best”?

o What are the essential mechanics of the test? For a “live” A/B test, use the Optimizely calculator (https://www.optimizely.com/sample-size-calculator/) to determine a reasonable sample size for your test. How long would the test need to run to achieve that level of traffic volume? What percentage of total volume does the test represent? You will need to provide estimates for these variables. Use Google to search (e.g. “monthly website traffic for websitename.com” to research traffic volume). I am not looking for a precise answer, rather, I am looking for evidence that your “back of the envelope” math is reasonable given the various constraints of the brand you selected. I am looking for an understanding of the reasonableness of the inputs in running an A/B test.

B. Explain why the test you propose is important. What would you learn from doing this test? What part of the marketing funnel are you addressing? What impact would the A/B test have for the brand? Additionally, if you have any predictions about the results of your A/B test, indicate this in the discussion. Be sure to include in your discussion what downstream objectives are achieved through the A/B test you propose. If your test affects sales/revenue, be sure to clearly explain the logic for how and why the results of your test would impact a substantive business decision. This does not need to be a dollar figure amount, rather, I am looking for you to justify the connetion between what you are testing and a substantive business objective. The critical element is that you tie the test to some interesting and/or a substantive outcome the brand might care about.

Part 2: Create a mock-up of the A/B test

Develop a visual example of the A/B test you described. Use pictures, arrows, text boxes, and other visual elements to annotate the example. That is, you should include arrows pointing to key elements within the image and text boxes to discuss the edits, enhancements, or changes you to described for the A/B test.

For example, consider an A/B test that changes the color of text on a web page. A great mock up should include a screen shot of the web page. In one version, the image would include an annotation with a statement such as: “This text is blue in this version. In the other version, it would be pink. I would recommend using hex color C534B0 in the test.”

As a second example, consider an A/B test that directs someone to a “new” intermediate web page before a particular action. To show this flow, you could create a flow chart using screen shots of the current path. You would then show a second path with a blank box in between. You would then block out the key elements of the page you are proposing between the two existing pages on the website.

You can create your mock up in any program you like (Word, PowerPoint, Pages, HTML, etc.). However, the final product should be either a Word or .pdf document. Software often includes a built-in pdf export function (usually, this is called “print to PDF” or “save as PDF” or “export to PDF”). Search in Google for instructions on converting to PDF if you need help.

Grading (150 Total Points)

100 points Mechanics of A/B Testing

30 points Interestingness and/or Usefulness of A/B Testing (DVs, logic)

20 points Fit and Finish (organization, correct grammar, complete sentences)

The purpose of this assignment is for you to (a) demonstrate that you have a working knowledge of the nuts and bolts of A/B testing and (b) that you have a feel for how A/B testing can produce meaningful insights. Mechanics and interestingness/usefulness will be evaluated through the description, discussion, mock-up, and annotations you submit. Evidence of the mechanics appear in the description and mock-up portions. The Fit and Finish elements pertain to proofreading and general professionalism in writing.

You will not be graded on how well you can use Photoshop (or other image editing software). The features built into Word, PowerPoint, Pages, and other productivity suite software are more than sufficient to develop a visualization.

You are not expected to implement or conduct an A/B test. Repeat: you are not to collect any data. You are simply to propose a test, describe it, and develop a mock up as a visualization of your proposed test.

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