Riba:
- Ability don fahimtar ra'ayoyin gwajin A / B, sarrafawa / bambance-bambancen, ƙimar juzu'i da mahimmancin ƙididdiga da kuma kafa hasashe da ƙirar gwaji tare da basirar wucin gadi.
- Ikon keɓance maɓalli guda ɗaya don gwadawa da samar da bambance-bambancen rubutu/hoto da tsarin aunawa tare da tallafin fasaha na wucin gadi
- Ƙarfin bambancewa cewa fassarar gwaji ta wucin gadi tana iyakance ta girman samfurin da mahimmanci da haɗarin karanta sakamakon da bai kai ba.
Jumla mafi haɗari a cikin talla shine "Ina tsammanin wannan ya fi kyau." Bayanai, ba ra'ayi ba, yana gaya muku ko kanun labarai, hoto, ko maɓalli ya fi kyau da gaske. Hanyar da ta fi dacewa don auna wannan ita ce gwajin A/B: nuna nau'ikan talla guda biyu (ko fiye) ga masu amfani na gaske da kwatanta wanda ya fi aiki. "A" yawanci sigar yanzu ce (control), yayin da "B" shine sabon sigar da ake gwadawa (bambance-bambancen). Misali, zaku iya canza take kawai a cikin talla iri ɗaya kuma ku auna wane take aka ƙara dannawa. Hankali na wucin gadi yana taimakawa a cikin wannan tsari duka a cikin samar da adadi mai yawa na bambance-bambancen karatu da kuma fassara sakamakon; Amma ingancin kimiyyar gwajin ya dogara da ka'idodin ƙira da haƙuri.
Ƙa'idar zinariya ta gwajin A/B: mai canzawa ɗaya
Mafi mahimmancin ƙa'idar gwajin A/B ita ce ware maɓalli ɗaya. Idan kun canza take, hoto, da maɓalli a lokaci guda kuma sigar B ta yi nasara, ba za ku taɓa sanin abin da ya ci nasara ba. Don haka a cikin gwaji kashi ɗaya ne kawai yakamata ya canza, sauran yakamata su kasance dawwama. Idan kuna son gwada abubuwa fiye da ɗaya a lokaci ɗaya kuma cikin tsari, ana kiran wannan gwajin multivariate kuma yana buƙatar samfurin da ya fi girma; Gwajin Univariate A/B shine hanyar farawa.
Tunani na asali na biyu shine mahimmancin ƙididdiga. Bari mu ce sigar A ta sami dannawa kashi 3 sannan sigar B ta sami dannawa kashi 3.3. Shin wannan bambamcin fa'ida ce ta gaske ko kuma ɓatanci? Idan kawai ka nuna gwajin ga mutane 100, wannan bambancin zai iya zama daidai gwargwado. Muhimmancin ƙididdiga yana nufin cewa bambamcin da aka lura ba shi da yuwuwar kasancewa saboda dama (watau, bambancin tabbas na gaske ne). Wannan yana buƙatar isassun girman samfurin (yawan mutanen da suka ga gwajin). Bayyana "mai nasara" tare da ƙananan bayanai shine kuskuren gama gari da tsada.
Tukwici: Kafin fara gwajin, amsa tambayar "yaushe zan bayyana wanda ya yi nasara": mutane nawa/masu canzawa, a wane matakin mahimmanci. Yin wannan shawarar a gaba yana hana ku shiga cikin hayaniya a cikin sa'o'i na farko da yin yanke shawara da wuri.
Tebur mai zuwa yana kwatanta ƙirar gwajin A/B mai kyau da mara kyau:
abu
mummunan zane
zane mai kyau
Adadin masu canji
Take + hoto + maballin tare
take kawai
hasashe
(babu) "bari mu ga abin da ya faru"
"Tituna masu tambayoyi suna ƙara dannawa"
samfurin
mutane 80
Ƙorum mai ƙididdigewa
lokacin yanke shawara
2 hours baya
Lokacin da kuka isa mahimmanci
Zaɓin mai nasara
"Ina ganin B yayi kyau"
Dangane da bayanai da mahimmanci
Mataki-mataki: saita gwajin A/B
Mataki 1 - Rubuta hasashe. Me kuke gwadawa kuma me yasa? Bayyananniyar hasashe kamar "Latin kanun labarai tare da fa'idodi yana samun ƙarin dannawa fiye da kanun labarai tare da fasali."
Mataki 2 - Select guda m. Take kawai, ko hoton kawai, ko kawai CTA.
Mataki na 3 - Samar da bambance-bambancen. Ƙirƙiri nau'o'i daban-daban na abu ɗaya tare da AI; kiyaye sauran akai.
Mataki na 4 - Sanya tsarin aunawa. Wane ma'auni ne zai ƙayyade wanda ya ci nasara (danna-ta hanyar ƙima, juyawa), yawan samfurin da ake buƙata, tsawon lokacin da za a gudu.
Mataki 5 — Fassara kuma tabbatar da sakamakon. An tattara isassun bayanai, shin bambancin yana da mahimmanci? Idan ba mahimmanci ba, "babu bambanci" ma sakamako ne mai inganci.
uku mini lokuta
Case 1 - Tsabtace mai sauyi guda ɗaya. Alamar kasuwancin e-commerce ta gwada CTA kawai a cikin tallan samfurin ta: "Saya" da "Ƙara zuwa cart." Komai daya ne. Bayan isassun samfurin, "Ƙara zuwa cart" ya kawo canji mafi girma. Za'a iya fassara bambancin a fili saboda an keɓance maɓalli ɗaya. AI ta samar da CTA guda biyu, bayanai sun zaɓi mai nasara.
Case 2 - Farkon yanke shawara tarko. Alamar ta dakatar da gwajin saboda nau'in B ya kasance gaba a cikin sa'o'i 3 na farko na gwajin A/B kuma ya buɗe B ga duka kasafin kuɗi. Duban jimillar bayanai washegari, A hakika ya ɗan fi kyau; Bambanci a cikin sa'o'i na farko ya zo daidai. An batar da kasafin kudin. Kuskure: yin yanke shawara wanda bai kai ba tare da isasshen girman samfurin.
Case 3 - "Babu bambanci" kuma shine ƙarshe. Alamar ta gwada hotuna daban-daban guda biyu, kuma bayan isassun samfura, dukkansu sun samar da kusan sakamako iri ɗaya. Yayin da ƙungiyar ke gab da yin baƙin ciki cewa "gwajin ya gaza", karatun da ya dace shi ne cewa hoton ba shine abin da ke yanke shawara a wannan yaƙin neman zaɓe ba, don haka yakamata a karkata ƙoƙarin zuwa kanun labarai da tayin. Gaskiyar cewa ba a sami wani gagarumin bambanci ba kuma bayanai ne masu mahimmanci.
Samfura huɗu masu kwafi
1) Hasashe da ƙirar gwaji:
Abin da nake so in gwada: [misali. ad title].Aiki: (1) Rubuta jita-jita guda ɗaya da za a iya gwadawa (a cikin sigar "... yana ƙaruwa ... yana ƙaruwa").
2) Bambancin janareta (bambancin guda):
Tallace-tallacen m: hoto [daya], CTA [daya], manufa [daya]. Mai canzawa da aka gwada: HEADLINE. Babban saƙo: "[saƙo]". Aiki: Ƙirƙirar bambance-bambancen kanun labarai 4 daban-daban tare da saƙo iri ɗaya. Kowannensu yana amfani da wata hanya dabam (tambaya, fa'ida, lamba, gaggawa). Kanun labarai kawai ke canzawa; Ƙara da'awar da ba ta da tabbas.
3) Tsarin aunawa:
Gwaji: [Ma'anar A da B]. Metric: [click/conversion].Task: Zana tsarin ma'auni: (1) wanda metric shine firamare, wanda shine na biyu, (2) nawa ake buƙata bayanai / lokacin da ake buƙata don bayyana mai nasara (bayyana ma'anar), (3) yadda ake raba zirga-zirga daidai da daidaito tsakanin A da B, (4) menene abubuwan waje zasu iya karkatar da sakamakon (lokaci, ranar mako).
4) Mai fassarar sakamako (a hankali):
Sakamakon gwajin A/B na (bayanai na ainihi): [A: ra'ayoyi / dannawa / canzawa], [B: ra'ayoyi / dannawa / canzawa].Aiki: (1) Yi ƙididdigewa da nuna ƙimar kowane juzu'i. mahimmanci; Zan tabbatar da kayan aikin asusu daban.
Rauni mai ƙarfi / Ƙarfi mai ƙarfi
Rawanin faɗakarwa:
Samar da sigar A da B don tallata, gaya mani wanne ya fi kyau.
Mai canzawa ba a keɓe ba, babu hasashe da aunawa; AI ba zai iya sanin wanda yake "mai kyau" ba tare da bayanai ba, yana sa shi.
Ƙarfi mai ƙarfi:
Ina kafa gwajin A/B. Kafaffen: hoto da CTA za su kasance iri ɗaya. Mai canzawa kawai da aka gwada: ad headline. Hasashe: "Labarai tare da lambobi yana samun ƙarin dannawa fiye da babban kanun labarai." Babban saƙo: "An isar da shi a cikin kwanaki 3." Aiki: (1) Samar da babban kanun labarai na 1 don sarrafawa, kanun labarai 3 tare da lambobi don bambance-bambancen. zai iya bata jarabawar.Kada a yi hasashen wanda zai yi nasara; Bayanan zai ƙayyade shi.
Da'awar ta biyu ta keɓance madaidaicin guda ɗaya, ta ƙunshi hasashe da aunawa; bar mai nasara ga bayanai.
Kuskuren gama gari
- Canza abubuwa da yawa lokaci guda. Dalilin wanda ya ci nasara ya zama ba a sani ba; Dole ne a ware maɓalli guda ɗaya.
- Yin yanke shawara tare da ƙarancin samfurori. Bambanci a cikin sa'o'i na farko sau da yawa daidai ne.
- Gwaji ba tare da hasashe ba. “Bari mu ga abin da ya faru” gwaji ba ya haifar da koyo; Da farko rubuta abin da kuke tsammani.
- Kuskure sakamakon "Babu bambanci" a matsayin gazawa. Rashin bambanci mai mahimmanci kuma yana da bayani.
- Zaɓin mai nasara bisa ga dandano. Gwaji shine daidai don yin sarauta akan dandano na mutum; Bi bayanan.
- Manta abubuwan waje. Lokaci, ranar yakin neman zabe, kwararar labarai na iya gurbata sakamakon; Kiyaye yanayin gwaji daidai.
Hankali: Dalilin gwajin A/B ba don "nasara" bane amma don koyo. Ko da bambance-bambancen asarar bayanai ne masu mahimmanci; Haƙiƙanin hasara yana dogara ne akan sakamakon da ba daidai ba tare da isasshen bayanai da ɗaure kasafin kuɗi zuwa gare shi.
a takaice
Gwajin A/B hanya ce mai ƙarfi wacce ke motsa shawarar talla daga ra'ayi zuwa bayanai. Ƙa'idar zinare ita ce keɓance mai canzawa guda ɗaya: kashi ɗaya ne kawai ya kamata ya canza a cikin gwaji, sauran ya kamata ya kasance dawwama. Rukuni na biyu shine isassun samfuri da mahimmancin ƙididdiga; Bayyana mai nasara tare da ƙananan bayanai shine kuskure mafi tsada. AI yana taimakawa wajen samar da bambance-bambancen bambance-bambancen da yawa da ƙididdigewa da fassara rashin daidaituwa, amma bayanan suna ƙayyade wanda ya ci nasara, ba AI ba. Ko da sakamakon "babu bambanci" koyo ne. Ya kamata a rubuta hasashe, awo da matakin yanke shawara kafin fara gwajin.
Aikin aikace-aikace
Zaɓi wani m (kanun labarai, hoto ko CTA). (1) Rubuta hasashe guda ɗaya da za'a iya gwadawa da keɓantaccen maɓalli tare da "Hassoshi da ƙirar gwaji". (2) Ƙirƙirar sarrafawa 1 + 3 bambance-bambancen tare da "Jana'izar Bambancin"; Kawai canza wannan kashi. (3) Shirya wane awo za ku duba, na tsawon lokaci da wane bayanai, tare da "tsarin aunawa". (4) Rubuta bakin kofa don bayyana wanda ya ci nasara (yawan juzu'i / menene mahimmanci) a gaba. (5) Yi la'akari da sakamakon hasashe tare da "mai fassarar sakamako" kuma ku lura da dalilin da ya sa ba za ku yanke shawara a cikin yanayin da bayanai ba su isa ba.
jerin abubuwan dubawa
- [ ] Na keɓe sauyi ɗaya kawai a cikin gwajin.
- [ ] Na rubuta tabbataccen hasashe kafin gwaji.
- [ ] Na riga na ƙayyade samfurin da lokacin da ake buƙata don mai nasara.
- [ ] Na zaɓi mai nasara bisa ga bayanai, ba ɗanɗano na sirri ba.
- [ ] Na ɗauki sakamakon "babu bambanci" a matsayin ingantaccen koyo.
- [ ] Na bincika abubuwan waje waɗanda zasu iya karkatar da sakamakon.