Hello tất cả anh chị em,
Sau 1 năm mình lại viết về 1 bài học (ngu) ^^. Với đà này chắc đến khi bỏ nghề mình sẽ finish hết 5 bài. Series này viết để anh em bạn bè đọc giải trí là chính, và hmm … thật sự mình muốn nghề của mình sẽ được nhiều bạn trẻ quan tâm hơn, và mong các tiền bối trong ngành không ném đá em nhé hihi
Nếu bạn nào có follow trang cá nhân của mình thì chắc cũng biết cuối năm 2018 mình đã chuyển đến 1 môi trường làm việc mới. Start 1 thử thách mới trong cuộc đời mình, làm việc với 1 dự án chạy ở nước ngoài (Indonesia). Bài viết thứ 2 trong loạt bài này chắc mình sẽ chia sẻ một bài học (ngu) mà mình trải qua trong những ngày tháng vừa rồi.
Bài học (ngu) số 2: Kinh nghiệm không bao giờ là đúng 100%
Mình start công việc mới với 1 tâm thế trẻ trâu: “Tôi có 2 năm kinh nghiệm làm mấy cái site kiểu này rồi”. Thế nên gần như 2 tháng đầu tiên thử việc mình đọc tài liệu của site và tặc lưỡi --> Flow chức năng dễ quá, Site này quá đơn giản, KPI này chẳng mấy chốc là đạt được.
Và rồi … đến khi mình viết mấy dòng này mình vẫn chẳng đạt được 80% KPI nào trong năm nay cả ^^
Thực tế mà nói đối với mình, khi start giải quyết 1 vấn đề gì đó về mặt sản phẩm, việc đầu tiên mình làm là lên Google và gõ: “UX best practices …”
Google trả về cho hàng trăm ngàn kết quả, đọc 5 bài đầu tiên và nắm bắt kiến thức, quy tắc về việc xây dựng một trải nghiệm hoàn hảo.
Step 2 là vào vào thằng đối thủ trực tiếp, bên Indo thì có 2 đối thủ to nhất thôi, vào xem chúng nó làm thế nào, screenshot, ghép thành flow, để cạnh nhau --> Phân tích ưu, nhược điểm của chúng nó
Cuối cùng, với kiến thức vừa nghiên cứu, kinh nghiệm bản thân, so sánh với đối thủ, mình tự tin vào phương án đã vạch ra.
Dựa vào các bước trên, mình nghĩ: “Hoàn hảo rồi ^^”. Stop tại đây thôi! Cắm đầu vào làm wireframe, tài liệu, present với team. Đến khi deploy bản update lên --> Tự hào, hạnh phúc vì mình đã finish được vấn đề.
Và rồi cái kết đáng buồn, tính năng không hiệu quả NHƯ MONG ĐỢI, mình vẫn luôn thấy có thể làm tốt hơn thế. Mình bế tắc và không hiểu tại sao, làm sai ở đâu ^^
Thật may, trong những lúc như vậy, có 1 công ty nước ngoài luôn sẵn sàng giúp đỡ tôi, hướng dẫn tôi, cho tôi những bài học quý giá: Google LLC …
Keyword chúng ta cần ở đây là A/B Testing
A/B Testing là gì?
Và tại sao lại là A/B Testing mà không phải là thứ khác? Bởi vì A/B Testing giúp chúng ta:
- Kiểm tra thiết kế, bố cục và nội dung trang web mới với một tập hợp khách truy cập của bạn. Thay vì dựa vào bản năng và ý kiến để xác định thiết kế hoặc trải nghiệm tốt nhất, có thể chạy thử nghiệm kiểm tra các biến thể thay thế với người dùng trong thế giới thực.
- Tiết kiệm thời gian/chi phí phát triển sản phẩm vì có thể kiểm tra đồng thời tất cả các biến thể
- Tăng tỷ lệ chuyển đổi, tăng lưu lượng truy cập, giảm tỷ lệ thoát trang … và tăng trưởng các chỉ số kinh doanh liên quan
A/B Test là chìa khóa để xác nhận lại 1 cách chính xác những gì bạn tin là Kinh nghiệm, bản năng
Làm thế nào để thực hiện A/B Testing, nguyên tắc thực hiện, các công cụ … chắc là mình sẽ không đủ time để chia sẻ trong một bài viết này, nhưng nó thực sự đem đến hiệu quả đáng ngạc nhiên.
Mình ngay lập tức áp dụng vào 1 tính năng cực đơn giản, đó là Call Buyer trên 1 giao diện tin đăng bán cơ bản. Các phép thử như sau:
Các bạn hãy để ý sự khác nhau ở các button neo ở dưới trang nhé
Với 6 phương án triển khai như vậy cho 1 bài A/B testing dạng Multivariate Test trên Google Optimize, kết quả tối ưu nhất theo bạn là gì? (Hãy trả lời ở phần Comment nhé)
Phương án tối ưu nhất giúp mình tăng từ 16% – 30% so với bản gốc, tỷ lệ cực kỳ ấn tượng đối với một cải tiến nhỏ phải không các bạn?
End: Thực sự Data Driven và A/B Test sẽ giúp bạn rất nhiều, hỗ trợ bạn rất nhiều để bạn có được phương án tối ưu nhất. Tuy nhiên, liệu rằng Data Driven có phải là phương thuốc hữu hiệu nhất để Product của bạn thực sự vượt trội? Mình sẽ chia sẻ tiếp vào bài học (ngu) tiếp theo … Các bạn đợi phần 3 nhé ^^
1.1.2020
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