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来源：https://segment.com/
原文标题：A Beginner's Guide to A/B Testing for Mobile Commerce
原文作者：Kelsey Ricard
翻译者：王翠平
点击揭秘神秘的【翻译团队】
The mobile commerce (m-commerce) space has grown 42 percent annually for the past four years —more people are becoming comfortable spending money on their phones, and more retailers are investing in mobile to woo these small screen shoppers. But as the market grows, so does the competition for thumb space and user retention.
移动电商领域在过去的四年里保持了年增长42%的速度，更多用户习惯于在手机上购物，而且更多商家在移动端投入资源来服务这些小屏消费者。然而随着市场的扩张，各大电商之间吸引用户注意力、保持用户黏性的竞争越来越大。
移动电商领域在过去的四年里保持了年增长42%的速度，更多用户习惯于在手机上购物。更多商家在移动端投入资源来服务这些小屏消费者。然而随着市场的扩张，各大电商在拉新、留存运营的竞争越来越激烈。
To compete, you need to win over users quickly, and A/B testing can help. We suggest focusing on these three areas of the user experience when you’re getting started with m-commerce experiments:
- Onboarding
- Activation
- Retention
竞争的本质是细节的比拼，在这方面，A／B测试可以帮你快速赢得用户的认可。当你开始着手实施商业实验时，我们建议重点关注以下三个用户体验要素：
1.获取2.激活 3.留存
Onboarding 获取
A great first-time user experience is critical for users to adopt your app. It’s so important that at any given time more than 50 percent of Taplytics’ customer experiments are focused on improving onboarding. These experiments might test the content and imagery in the first few screens of an app, or the process of getting a user to submit information. Whatever you choose to experiment on, the goal is the same—help your users experience the magical moment of making a purchase as quickly as possible.
在用户决定是否使用你的app时，一个绝佳的初体验起到至关重要的作用。这也是为什么无论什么时候，Taplytics网站都有超过50％的测试关注于用户着陆页的优化。这些优化可能是测试app最初几屏的内容和图像，或者是用户提交信息的流程。无论你测试的是什么，目标都要保持一致，那就是提高用户的体验从而促使用户尽快下单购买。
Let’s take Frank & Oak for example. The men’s fashion company sets themselves apart by creating a custom shopping experience tailored to each individual’s interests and behaviors. But to get the personal experience, users need to sign up on Frank & Oak’s app first.
我们以Frank&Oak为例，这是一家男士时装公司，他们根据用户个人兴趣和操作行为为用户打造一个熟悉的购物体验，从而能够在众多电商网站中脱颖而出。但是只有登陆它们的app才能够获得这种个性化体验。
我们以Frank&Oak为例，这是一家男装电商，他们根据用户个人兴趣和操作行为，为用户打造定制化推荐的购物体验，这是他和其他电商网站相比的亮点。但是只有注册账号、登录app，才能够获得这种个性化体验。
As a result, the Frank & Oak team started their A/B testing initiatives with tweaking the signup flow. They first tried changing the field forms and adding the ability to sign up via Facebook. After the first experiment, they tested to see whether an additional option to login with Google would increase signups. You can see the final variation below.
因为是否注册登录是用户转化的第一个关键步骤，Frank&Oak公司首先针对注册流程优化进行了A/B测试。他们先尝试改变了表单位置并新增facebook登录方式。之后他们想测试多一个google登陆是否会提高注册率，最终的测试改动如下图。
turns out, that adding a “connect with Google” button increased mobile signups by 150 percent.
结果显示，增加了google登陆按钮之后，移动注册量提高了150%。
While Frank & Oak saw impressive results from a few simple tests, you may need to go through a few more iterations before you find a winning strategy. Here are a some onboarding tests you can run to help get your users through your sign in process to start browsing items.
- Login Funnels
- Information Collection
- Text and Imagery
- Sign up Options
虽然Frank&Oak只尝试了几次就获得了巨大的成功，你可能需要调整很多次才能够找到奏效的方法。下面是一些你可以用来测试着陆页的方法，帮助你引导用户从搜索商品到完成注册。
1.登录漏斗模型
2.信息收集
3.文本和图像
4.注册方式可选
Activation 激活
Once your users get through the onboarding process, it’s time to activate them. In commerce, this means getting them to purchase something as quickly as possible. To have a shot, our research shows you’ll need to get them to buy within the first two sessions, or it’s unlikely they will ever come back.
当你的用户完成注册环节时，你需要去激活他们。商业上来说，这意味着促使用户尽可能快的去买东西。为了完成这个目标，我们的研究显示你需要在最开始的两个流程内让他们完成购买，不然很可能他们就再也不会回来了。
For example, when Karmaloop analyzed their customer activation data they noticed that if a first time user placed an item in their Wish List they were much less likely to complete the purchase compared to if they added an item to their cart. Once Karmaloop identified this trend, they set up an experiment to deemphasize the Wish List button in the UI.
例如，Karmaloop在分析用户激活数据的时候发现：先将物品放到了心愿单的用户比那些将物品放入购物车的用户的完成购买率低。Karmaloop分析了这个情况以后做了一个尝试：在设计上弱化“心愿单”按钮的存在感。
Discouraging users to interact with their Wish List allowed Karmaloop to better capture purchase intent. This simple test drove more activations and increased sales by 35 percent.
降低用户与心愿单之间的交互使得Karmaloop更好的抓住了用户的购物意图。这个简单的测试提高了用户活跃度，提升了35%的销售额。
What can you learn from their experiment? When you’re looking to improve your customer activation, challenge the status quo. Don’t assume that a current feature is achieving your goals. Instead, test your assumptions and use funnel analytics to help brainstorm ideas.
你可以从这个案例中学到什么呢？当你想要提高用户活跃度时，不妨改变一下现状。不要认为目前的特性足以实现你的目标。相反的，测试你的猜想，使用管道测试来证实你的想法。
Retention留存
You pushed customers through onboarding and activation—they bought something! Woot! But you’re not done. The last piece of the puzzle in mobile commerce is retention. How do you turn customers into repeat buyers?
用户按照你的设计完成了登录注册和激活－他们买了东西！太棒了！但是这并没有结束。移动电商的最后一个难题就是留存。怎么才能让用户变成重复购买者呢？
There are many strategies m-commerce companies use to increase retention. One effective strategy is hosting targeted sales on a regular basis. For example, Rue La La keeps a “What’s Hot” section in their app specifically to develop scarcity and drive repeat purchases. Other apps achieve it through targeted notification campaigns, whether via email or push.
移动电商公司使用很多策略来提升留存率。一个有效的方法就是在常规基础上提供有目的的促销。例如，Rue La La 公司专门在他们的app内放置了“热门商品”专区来提高用户购买欲，促使重复购买。其他方法，比如通过邮件或者推送向目标用户推送活动通知，也可以实现达到这个效果。
In the Rue La La example, they could easily test the effectiveness of the “What’s Hot” section on user retention, by creating an experiment where “What’s Hot” is replaced with another section of the app, or taken out altogether. The team would then analyze if cohorts who saw the section come back and purchase more often. Other ideas for testing retention include:
- Last chance section
- Trending list
- Adding discounts or promos for in-app purchases
- Changing photography to make items more appealing
在Rue La La的案例中，他们通过用app的其他模块替代“热门商品”模块，或者是将所有模块都去掉的方法，来测试“热门商品”模块对于提升用户留存的有效性。这个团队就能够分析是否这个模块会提高用户购买率。其他测试方法有：
1.限时模块；
2.趋势列表；
3.app购物提供折扣或促销；
4.改变图片使得商品更具有吸引力
Getting Started 现在就开始吧
The tests discussed here offer ideas to get you started, but to be successful with A/B testing, you’ll have to continually challenge the norm and make sure your team is invested in listening to the results of A/B tests. Some of the biggest improvements can come from the smallest tweaks or even testing a feature you thought was performing well. Once you find a way to optimize your app, you’ll need help from your team to rally around making the change permanent.
这篇文章提供了一些方法，但是想要从A／B测试中获得成功，你需要持续的修改规则，并且保证你们的团队真正的借鉴了A／B测试的结果。可能你只是做了很小的改动就收获了很大的提升，甚至只是测试了一下你的想法就有了很不错的表现。一旦你找到了一条优化app的方法，你就需要团队的支持来实现持续的调整。
本文提供了一些方法，但是想要从A／B测试中获得成功，你需要持续的修改规则，并且保证你们的团队真正的借鉴了A／B测试的结果。可能一些很小的改动就能收获很大的提升，甚至只是测试了一下你的想法就有了很不错的表现。一旦你找到了一条优化app的方法，你就需要团队的支持来实现持续的调整。
你有使用过A/B测试吗？你觉得A/B测试有什么使用条件吗？
欢迎一起来讨论哈！
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