{"id":699,"date":"2012-02-20T21:58:37","date_gmt":"2012-02-20T20:58:37","guid":{"rendered":"http:\/\/elnostreraco.com\/blog\/?p=699"},"modified":"2014-03-23T14:25:27","modified_gmt":"2014-03-23T14:25:27","slug":"test-multivariant-plantilla-google-website-optimizer","status":"publish","type":"post","link":"https:\/\/elnostreraco.com\/blog\/test-multivariant-plantilla-google-website-optimizer\/","title":{"rendered":"Com fer un test multivariant a varies p\u00e0gines amb Google Website Optimizer"},"content":{"rendered":"<p>Despr\u00e9s de llegir <em>Always Be Testing de <a href=\"http:\/\/twitter.com\/thegrok\">Bryan Eisenberg<\/a><\/em> vaig comen\u00e7ar a fer servir <a href=\"http:\/\/www.google.com\/websiteoptimizer\">Google Website Optimizer (GWO)<\/a>, i una de les coses que hi he fet \u00e9s <strong>demostrar emp\u00edricament si un canvi a diferents p\u00e0gines millora la conversi\u00f3<\/strong>.<\/p>\n<p>Entre les maneres\u00a0<a href=\"http:\/\/elnostreraco.com\/blog\/optimitzacio-de-la-conversio\/\">d&#8217;optimitzar la conversi\u00f3<\/a> hi ha la millora de la usabilitat, la persuasi\u00f3 i fer experiments. Aqu\u00ed es tracta de demostrar que els canvis signifiquen una millora. En definitiva, que<strong> amb el mateix tr\u00e0fic\u00a0aconseguir\u00e0s\u00a0m\u00e9s vendes<\/strong>.<\/p>\n<p>En aquest exemple es parla de\u00a0Google Website Optimizer, un producte que Google ha tancat. Hi ha alternatives en la que es pot fer el mateix de forma similar a la que aqu\u00ed s&#8217;explica.<\/p>\n<p><strong>Google Website Optimizer<\/strong><\/p>\n<p>Ja que GWO nom\u00e9s et deixa posar una \u00fanica p\u00e0gina de prova en els <strong>tests multivariants (MVT)<\/strong>, he volgut fer p\u00fablic un experiment que demostra com funcionaria aix\u00f2 de fer un test d&#8217;un canvi en un disseny que tenen multiples p\u00e0gines, com poden ser les fitxes de producte d&#8217;un ecommerce (Magento incorpora GWO a les p\u00e0gines de producte), i no nom\u00e9s en una \u00fanica p\u00e0gina.<\/p>\n<p>Quan comen\u00e7em amb GWO, ja ens mostra en quins casos s&#8217;utilitza MVT i quins pasos hem de tenir clars:<\/p>\n<p><a href=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/tipus-experiments-gwo.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-701\" title=\"tipus-experiments-gwo\" src=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/tipus-experiments-gwo.png\" alt=\"\" width=\"687\" height=\"89\" srcset=\"https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/tipus-experiments-gwo.png 981w, https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/tipus-experiments-gwo-300x38.png 300w\" sizes=\"auto, (max-width: 687px) 100vw, 687px\" \/><\/a><\/p>\n<p><a href=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/creacio-mvt-gwo.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-702\" title=\"creacio-mvt-gwo\" src=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/creacio-mvt-gwo.png\" alt=\"\" width=\"614\" height=\"233\" srcset=\"https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/creacio-mvt-gwo.png 1023w, https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/creacio-mvt-gwo-300x113.png 300w\" sizes=\"auto, (max-width: 614px) 100vw, 614px\" \/><\/a><\/p>\n<p><strong>Experiment de Multivariate Tests (MVT)<\/strong><\/p>\n<p>Nom\u00e9s dir que aix\u00f2 \u00e9s una prova de concepte, no un test real. \u00a0Si vols provar-ho, fes-ho i\u00a0<a href=\"#respond\">comenta<\/a>\u00a0aquest post per compartir-ho amb tots nosaltres.<\/p>\n<p>Aquesta \u00e9s la idea:<\/p>\n<ul>\n<li>Quina \u00e9s la situaci\u00f3 inicial? Tenim 3 fitxes amb titulars, descripcions i crida a l&#8217;acci\u00f3 i tamb\u00e9 una p\u00e0gina de gr\u00e0cies. <em>(n&#8217;he posat 3, per\u00f2 podrien ser les que necessitis)<\/em><\/li>\n<li>Quin ser\u00e0 l&#8217;objectiu d&#8217;aquest experiment?\u00a0Volem millorar el percentatge de conversi\u00f3 del disseny de les 3 fitxes almenys en un 10%. <em>(totalment inventat, la q\u00fcesti\u00f3 \u00e9s estimar-ne un)<\/em><\/li>\n<li>Quina hip\u00f2tesi tenim?\u00a0Les variacions en la mida i el tipus de lletra tenen afectaci\u00f3 en el percentatge de conversi\u00f3.\u00a0<em>(en un tes real hauriem de buscar les variables amb m\u00e9s impacte: estil del titular, posici\u00f3 i tamany de imatges, productes relacionats, etc)<\/em><\/li>\n<li>Quines variables tindrem? Tamany de lletra habitual i gran, i tipus de lletra habitual i verdana. <em>(quines variacions tindran les seccions)<\/em><\/li>\n<li>Quina ser\u00e0 la conversi\u00f3? Volem que arribin a la p\u00e0gina de gr\u00e0cies. (<em>aquest es el cas m\u00e9s f\u00e0cil, podria ser molt m\u00e9s complexe<\/em>)<\/li>\n<li>Quins seran els resultats? Podrem saber l&#8217;impacte de cada variable i podrem saber la combinaci\u00f3 guanyadora. <em>(en aquest cas no ens interesa tant el resultat com la validaci\u00f3 del procediment t\u00e9cnic)<\/em><\/li>\n<\/ul>\n<p>Sabent tot aix\u00f2&#8230;<\/p>\n<p><strong>Pasos per la creaci\u00f3 d&#8217;un MVT a m\u00faltiples p\u00e0gines<\/strong><\/p>\n<p>1. Identifiques \/\u00a0<a href=\"http:\/\/elnostreraco.com\/labs\/gwo\/\">crees les p\u00e0gines<\/a>\u00a0del test i la de conversi\u00f3.<\/p>\n<p>2. Comences la configuraci\u00f3 de l&#8217;experiment amb 1 p\u00e0gina de test. Quina p\u00e0gina de test hi poses? Ara no et preocupis d&#8217;aix\u00f2, posa&#8217;n qualsevol.<\/p>\n<p>3.\u00a0Poses el Google Website Optimizer Control Script i el Google Analytics Tracking Script a totes les fitxes, no nom\u00e9s a la test page que has configurat en el experiment del GWO.<\/p>\n<p>4. Poses la secci\u00f3 MidaLletra i TipusLletra a totes les fitxes. Quan un usuari entri en alguna d&#8217;aquestes ja se li fixar\u00e0 la configuraci\u00f3 (combinaci\u00f3 MidaLletra i TipusLletra) que veur\u00e0 en totes les fitxes. <em>(pots veure el codi font de les p\u00e0gines a la prova que he fet)<\/em><\/p>\n<p>5. Ara que tens llestes les p\u00e0gines de test, poses el script de conversi\u00f3 a la p\u00e0gina de conversi\u00f3 i comproves des del Google Website Optimize que tot sigui v\u00e0lid <em>(a vegades cal fer una validaci\u00f3 offline).<\/em><\/p>\n<p><a href=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/validate-pages-mvt-gwo.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-704\" title=\"validate-pages-mvt-gwo\" src=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/validate-pages-mvt-gwo.png\" alt=\"\" width=\"314\" height=\"302\" srcset=\"https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/validate-pages-mvt-gwo.png 393w, https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/validate-pages-mvt-gwo-300x288.png 300w\" sizes=\"auto, (max-width: 314px) 100vw, 314px\" \/><\/a><\/p>\n<p>6. Defineixes les noves variacions addicionals de les 2 seccions.<em> (Hi he posat un font-size gran per la variaci\u00f3 Gran de MidaLletra i la font-family verdana per la variaci\u00f3 Verdana de TipusLletra.)<\/em><\/p>\n<p>7. Abans de confirmar la creaci\u00f3 del experiment pots veure si realment s&#8217;apliquen els canvis que vols a les combinacions <em>(preview)<\/em>. No et preocupis que aqu\u00ed nom\u00e9s s&#8217;indiqui un test page, ja has posat els scripts a totes les fitxes oi?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" title=\"review-mvt-gwo\" src=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/review-mvt-gwo.png\" alt=\"\" width=\"339\" height=\"188\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Validaci\u00f3<\/strong><\/p>\n<p>No tinc l&#8217;objectiu de que aquest experiment sigui estad\u00edsticament significatiu. Nom\u00e9s us mostro aquests 2 informes a mode de validaci\u00f3 del procediment<\/p>\n<p>En una hi podeu veure les conversions\/visitants que veu GWO i en l&#8217;altre les p\u00e0gines vistes \u00faniques (\u00c9s el n\u00famero total de visitants \u00fanics que rep una p\u00e1gina determinada.)\u00a0que veu GA.<\/p>\n<p>Aquest \u00e9s l&#8217;estat del report de combinacions:\u00a0(La pestanya Page sections \u00e9s molt interessant per saber quin impacte t\u00e9 cada variable, per\u00f2 amb poques dades no t\u00e9 gaire sentit.)<\/p>\n<p><a href=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/resultats-mvt-gwo.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-705\" title=\"resultats-mvt-gwo\" src=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/resultats-mvt-gwo.png\" alt=\"\" width=\"493\" height=\"115\" srcset=\"https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/resultats-mvt-gwo.png 1005w, https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/resultats-mvt-gwo-300x69.png 300w\" sizes=\"auto, (max-width: 493px) 100vw, 493px\" \/><\/a><\/p>\n<p>Aquest \u00e9s un informe personalitzat incluint nom\u00e9s les p\u00e0gines del experiment i mostrant les seves p\u00e0gines vistes \u00faniques:<\/p>\n<p><a href=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/report-analytics-gwo1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-707\" title=\"report-analytics-gwo\" src=\"http:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/report-analytics-gwo1.png\" alt=\"\" width=\"470\" height=\"104\" srcset=\"https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/report-analytics-gwo1.png 470w, https:\/\/elnostreraco.com\/blog\/wp-content\/uploads\/2012\/02\/report-analytics-gwo1-300x66.png 300w\" sizes=\"auto, (max-width: 470px) 100vw, 470px\" \/><\/a><\/p>\n<p>D&#8217;aquest conjunt de p\u00e0gines diu que hi ha 9 visitants exclusius, aquest n\u00famero concorda amb els visitants que veu GWO.<\/p>\n<p><strong>M\u00e9s informaci\u00f3<\/strong><\/p>\n<p><a href=\"http:\/\/elnostreraco.com\/labs\/gwo\/\">A la prova que he fet<\/a> (podeu veure&#8217;n el codi font si voleu)<\/p>\n<p><a href=\"https:\/\/support.google.com\/websiteoptimizer\/bin\/answer.py?hl=en-GB&amp;answer=61203\">Article d&#8217;ajuda de GWO sobre tests de canvis site-wide <\/a>(explica el procediment aplicat aqu\u00ed)<\/p>\n<blockquote><p>&#8220;Although the reports will not offer any definitive conclusions for a while, you should check your reports after a few hours to make sure that impressions and conversions are being recorded and that the traffic recorded in the experiment is consistent with the traffic measured by your web analytics tools. Zero impressions and conversions, or serious discrepancies, may indicate that the experiment tags were not installed correctly.&#8221;<\/p><\/blockquote>\n<p><a href=\"https:\/\/www.google.com\/analytics\/siteopt\/siteopt\/help\/calculator.html\">Calculadora de duraci\u00f3 dels experiments<\/a> (per saber el temps que tardar\u00e0s a tenir resultats estad\u00edsticament significatis\u00a0et caldr\u00e0 saber els visitants, la conversi\u00f3 actual i la millora que n&#8217;esperes de la teva hipotesi)<\/p>\n<p><a href=\"http:\/\/adwords.google.com\/\">Google Adwords<\/a> (en molts casos no tindr\u00e0s prou visites per fer experiments estadisticament significatius i Google Adwords et pot ajudar a tenir tot el trafic que necessites en pagament per click)<\/p>\n<p><a href=\"http:\/\/analytics.google.com\/\">Google Analytics<\/a>\u00a0(per veure informes est\u00e1ndard d&#8217;estad\u00edstiques de la teva web i fer informes personalitzats)<\/p>\n<p><a href=\"https:\/\/www.google.com\/analytics\/siteopt\/\">Google Website Optimizer <\/a>(per fer tests A\/B i experiments multivariants com aquest, necessites administrar un compte de Google Analytics)<\/p>\n<div><a href=\"http:\/\/www.einnova.com\/\">Em pots contractar a einnova<\/a>\u00a0\ud83d\ude42<\/div>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Despr\u00e9s de llegir Always Be Testing de Bryan Eisenberg vaig comen\u00e7ar a fer servir Google Website Optimizer (GWO), i una de les coses que hi he fet \u00e9s demostrar emp\u00edricament si un canvi a diferents &hellip; <\/p>\n","protected":false},"author":1,"featured_media":704,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"class_list":["post-699","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin 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