BUS 302 Chapter Notes - Chapter 9: Social Media Marketing, Deeper Understanding, Ebay

• School: Stony Brook University
• Department: Business Management
• Course: BUS 302
• Professor: Ethan Pew

Document Summary

Compare two versions of the same design to see which one performs statistically better against a predetermined goal. Optimization technique allowing you to compare 2 diff versions of design to see which gets you closer to bus objective. Randomly assign diff ppl down two paths. Examples: diff treatments of page microcopy (text tht guids and reassures the users, the form elements, diff treatments of the buton or call to action. Won"t help you understand why the design was preferred over the alternate: should supplement qualitative methods that help gain deeper understanding of what motivates customers and what they really want. Can inform various hypotheses and product directions: experiment all the time and not just accept past obsrvations. Ebay: observe higher engagement when maximize number of listings, a/b test to prove that smaller images increased number of listings on page and would result in higher engagement. "this lingerie company a/b tests the world"s hottest women to see who.