Goal: Tools for developing ab-test, running them, and collecting data about user activity in both controlled and variable situations.
Usage: You can run the experiments and use results for conversion improvement and learn about your user behavior.
Identify problems in user journey and generate new hypotheses and come up with new experiments.
Functionality/Components
Define goal and objectives
Development of variation in visual editor (web designer)
Tracing conversion goals
Defining the audience
Test and run the experiment
Reporting
Multivariate
Redirect
Multi page
Third party integration with heat mapping technology
Integration with Google Analytics
Goals can be
clicks,
landing on a specific page,
or some custom goal like the completion of your form,
The custom goal is goal triggered by the code, but page view and click is something that a user should be able set up within a minute without writing any code.
Based on higher level goal, tool should be able to allow 3 objective
objectives based on your goal that is defined in Google Analytics
bounces
page-views
session analysis
custom objective (defining an event like in Google Analytics)
Define target audience. Consider Google analytics or Bing analytics fields
All users
Desktop visitors
Mobile visitors
Users from locations
Users in campaign
User should be able to select criteria for audience. User slice selected on this criteria will be used in experiment evaluation
Set up test cookie. Show treatment b to user who has test cookie
show preview of a) control. b) treatment
Unique visitor vs session based.
Show metrics (Bayesian method vs frequentist approach)
Following software and products are in use
Google optimize
convert
Adobe
AB Tasty
Evolv.ai
Evergage
Interaction Studio
Neatab
Intellimize
Sitespect
Adobe Target
Eppo
VWO Abtesting tool
growthbook.io