Topic: The ABC’s of A-B Testing

A-B testing done well can make a strategic difference in your web strategy. A-B testing done poorly will give you false and/or misleading information and waste significant time and resources. Worse still, it will send you in the wrong direction for actionable change.

A/B testing is a method of marketing testing by which a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates. A classic direct mail tactic, this method has been recently adopted within the interactive space to test tactics such as banner ads, emails and landing pages.

This session will discuss best practices in A-B testing including:

• How to select the items that get tested
  
• How to create a research plan
  
• How to measure whether A is better or worse than B
  
• How to measure the business impact of results
  
• An example of a FREE A-B testing service
  

Audience members will be asked to volunteer actual business examples. Depending on the time available, Dr. Gardner will walk through the examples and create a test plan with the audience so they can participate in the process. Please submit your requests to phelan [at] refreshsd.org.
The session will be lively, interactive, and informative.

Presenter: Joely Gardner, Ph.D.

Dr. Joely Gardner is the Chief Customer Experience Strategist with Human Factors Research, Inc., a consulting firm that specializes in bringing the Voice of the Customer into strategic growth initiatives. A selected list of clients includes Gateway Computers, Quest Diagnostics, Hewlett Packard, Cardinal Health, Invitrogen, Fuel Cell Energy, and JP Morgan Chase Bank.

Joely is the former Director and U.S. Practice Manager of Customer Experience Research for France Telecom R&D, one of the world's largest telecommunications companies. In a prior assignment, she served as Director of User Experience Research and West Coast Practice Manager for Rare Medium, Inc., an international web design firm based in Irvine, CA.

Joely is a board certified, licensed psychologist who specializes in customer experience strategy, emotional design in product development and analytics. She is a highly rated instructor at UCSD (University of California, San Diego) Graduate Business School Extension Program in “Measuring Customer Satisfaction” and is on the Board of Directors of the American Society for Quality (ASQ).

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AGENDA:
7:30-7:45 - Announcements, Member intros
7:45-8:30 - Topic and Discussion
8:30-9:00 - The usual networking and geek tech talk

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