什么是 AB 测试
In simple words, an A/B test is a strategy where marketers compare two different versions of an asset, such as an advertisement or a campaign, and measure the performance of each version. It is mostly set on the premise of a hypothesis claiming to generate better KPI's for the end goal of the asset. The two versions are typically exposed to equal halves of the target audience at the same time, and the 'winning' version is determined in regards to the goals set by the marketer.
However, it typically doesn't stop there. Once the winner is determined, marketers usually go on to test other versions with the goal to convert more and more leads to paying customers.
有什么 A/B 测试实践案例吗？
在优化广告系列的点击和转化数时，首先需要识别受众的当前行为。这通常需要借助 热力图 或其他分析工具来确认以下问题：
- 受众点击了什么？
- 受众没有点击什么？
- 受众没有点击什么？
下一步，提出各种可能提高转化的猜想。比如，将注册入口放置在用户点击最多的位置。再比如，点击数很低的图像或 CTA 按钮不够吸引人，需要进行更换。
Once you have listed your hypotheses, you would pick the strongest ones and launch an A/B test showcasing the changes for a set (and equal) amount of time. The A/B test can be run between a treatment and a control group where the treatment group experiences the change and the control group remains as it was. Alternatively, if you are running a new campaign altogether and don't have any past data on clicks and other user behavior, you would be testing out two new hypotheses at the same time.
在设定的时间结束后，通过对比实验组与对照组的转化率，您可以了解到新（素材/受众/出价）设计是否提升了广告成效？如果是的话，那么可以沿用新设计，并在此基础上继续进行下一轮 AB 测试。