SET UP (AND ANALYZE) YOUR A/B TESTS LIKE A BOSS USING THE GOOGLE TAG MANAGER JULES STUIFBERGEN – CONVERSION HOTEL 2014
TOPICS FOR THIS SESSION • Two ground rules • The added value of commercial tools • What type of A/B tests am I talking about • Can we replicate this functionality (using GTM) • For free • For kicks • Because we can! • Let’s find out!
A/B TESTING RULE 1: RANDOMNESS Visitors enter your experimentation zone They’re assigned to a variation (A or B) randomly. Then, they’re part of your experiment.
A/B TESTING RULE 2: CONDITIONS STAY THE SAME Visitors are in the same condition, always. Condition A Condition B
THE ADDED VALUE OF COMMERCIAL TOOLS Optimizely VWO
THESE TOOLS DO 2 THINGS REALLY WELL UGLY code Fancy GUI
READY TO CODE YOUR TAG?
DETAILS: CONFIG This code allows endless amount of variations. One cookie per test
DETAILS: ASSIGNMENT In words: If the cookie value is not in the list of the variation names: Pick a random variation.
DETAILS: COOKIE Set the cookie, always. This makes sure the cookie is renewed for 90 days (code stolen from the interweb)
DETAILS: THE FUN STUFF This is where the GTM magic begins. abtest macros for category, action and label (from datalayer)
DETAILS: THE FUN STUFF This is where the GTM magic begins. Built-in event macro, to trigger the action
RULE NR. 1 Fires on all abtest events
MEASURE LIKE A BOSS
RULE NR. 2 (AND 3..) Fires variation code
CODE LIKE A BOSS
OR.. CHEAT LIKE A BOSS Steal (and clean) optimizely’s code using the “edit code” functionality
START YOUR EXPERIMENT This goes in a Tag Activated by a Rule