Quick Guide A/B Testing by Michael Witzenleiter- Bookswagon UAE
Quick Guide A/B Testing

Quick Guide A/B Testing


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About the Book

1) Einführung in A/B-Testing1.1 Was ist ein A/B-Test?1.2 Ziele von Teststrategien1.3 Die Wahl der richtigen KPIs1.4 Quellen für Testingideen
2) Implementierung von A/B-Tests2.1 Was sollte man testen?2.2 Welche Faktoren haben einen Einfluss auf die Conversion Rate?2.3 Der A/B-Testing-Zyklus2.4 Strategisches vs. Taktisches Testen2.5 Hypothesenbildung 2.6 Testdauer von A/B-Tests kalkulieren2.7 Priorisierung von Hypothesen2.8 Wann sollte ich testen?2.9 Die Test-Roadmap
3) Quellen zur Generierung von A/B-Test-Ideen3.1 Clickstream-Analysen3.2 User Experience und Usability Benchmarking3.3 User Labs3.4 Befragungen3.5 Personas
4) Zielgruppen4.1 Segmentiertes Testing: Targeting4.2 Zielgruppen-Filtern: Segmentation4.3 Personalisierung
5) Statistik-Basiswissen - einfach und verständlich5.1 Ideale Stichprobe und Varianz5.2 Nullhypothese und Alternativhypothese5.3 Konfidenzlevel und Signifikanzlevel5.4 Bayes Methods und Multi-Armed-Bandit Testing 5.5 Warum ein A/A-Test sinnvoll sein kann5.6 Welche Kennzahlen sollte ein Report beinhalten?5.7 Die Hauptquelle für Testfehler
6) Aufbau individueller Lösungen und Auswahl von A/B-Testingtools6.1 Aufbau einer eigenen Testing-Lösungen6.2 Kriterien zur Auswahl von A/B-Testingtools
7) Aufbau einer Testing-Kultur7.1 Anforderungen an das Unternehmen7.2 Das optimale Testing-Team
8) A/B-Testing in der Conversion-Optimierung8.1 Das richtige Testing-Framework8.1.1 Das L.I.F.T-Modell von Widerfunnel8.1.2 Das 7-Ebenen Modell von konversionsKraft8.1.3 Die Conversion Sequence Heuristic von Flint McGlaughlin 8.2 Verkaufspsychologische Grundlagen der Conversion-Optimierung8.2.1 Thinking Fast and Slow8.2.2 Behaviour Patterns8.3 Die richtige Datenauswertung
9) Zukunft des A/B-Testings9.1 Full-Stack-Testing und seine Herausforderungen9.2 Künstliche Intelligenz im A/B-Testing9.3 Tracking und Consent-Management
10) 10 häufige Fehler bei A/B-Tests10.1 Fehler Nr. 1: Sie überlassen die Test-Roadmap Ihrem HIPPO10.2 Fehler Nr. 2: Sie testen Dinge, die sie nicht testen müssten10.3 Fehler Nr. 3: Sie ignorieren kleine Erfolge10.4 Fehler Nr. 4: Sie testen die falschen Seiten10.5 Fehler Nr. 5: Ihre Hypothese ist falsch aufgestellt oder Sie haben gar keine10.6 Fehler Nr. 6: Sie starten mit zu komplizierten Tests10.7 Fehler Nr. 7: Sie testen zu viel parallel10.8 Fehler Nr. 8: Sie testen die falschen Ziele10.9 Fehler Nr. 9: Sie wählen das falsche Timing für Ihre A/B-Tests10.10 Fehler Nr. 10: Sie testen nicht permanent 11) Fazit Glossar

About the Author: Michael Witzenleiter ist Geschäftsführer Deutschland des führenden A/B-Testing-Tools Kameleoon und Gründer des Beratungshauses Conversion Maker. Er blickt auf über 10 Jahre Conversion-Optimierungserfahrung und mehr als 200 Kunden im Bereich A/B-Testing zurück. Michael Witzenleiter besitzt einen International Executive MBA der Universität St. Gallen und lehrt als Dozent diverse Digital-Analytics-Themen seit über 12 Jahren.


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Product Details
  • ISBN-13: 9783658346485
  • Publisher: Springer Fachmedien Wiesbaden
  • Publisher Imprint: Springer Gabler
  • Height: 210 mm
  • No of Pages: 106
  • Series Title: Quick Guide
  • Sub Title: Wie Sie Ihr Website- Und E-Commerce-Testing Erfolgreich Auf- Und Umsetzen
  • Width: 148 mm
  • ISBN-10: 3658346485
  • Publisher Date: 10 Sep 2021
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Spine Width: 11 mm
  • Weight: 295 gr


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