{"id":6561,"date":"2023-12-14T15:13:00","date_gmt":"2023-12-14T13:13:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6561"},"modified":"2024-01-19T19:19:21","modified_gmt":"2024-01-19T17:19:21","slug":"testler-a-b-buyuk-kazanimlar-elde-etmek-i%cc%87ci%cc%87n-ustesi%cc%87nden-gelmeni%cc%87z-gereken-uc-zorluk","status":"publish","type":"post","link":"https:\/\/masterbase.com\/tr\/pruebas-a-b-tres-desafios-que-debes-vencer-para-obtener-grandes-beneficios\/masterbase\/","title":{"rendered":"Test A \/ B: B\u00fcy\u00fck kazan\u0131mlar elde etmek i\u00e7in \u00fcstesinden gelmeniz gereken \u00fc\u00e7 zorluk"},"content":{"rendered":"<p style=\"text-align: justify;\"><!--more--><\/p>\n<p style=\"text-align: justify;\">Sonu\u00e7lar \u00f6l\u00e7\u00fclebilir ve m\u00fc\u015fterilere net bir \u015fekilde iletilebilir. A\/B testi ile 36% daha fazla sepet kapatma sa\u011flayan bir e-ticaret stratejisi veya potansiyel m\u00fc\u015fterileri 638% art\u0131ran bir sa\u011fl\u0131k hizmetleri pazarlama testi gibi y\u00fczlerce ba\u015far\u0131 \u00f6yk\u00fcs\u00fc vard\u0131r.<\/p>\n<p style=\"text-align: justify;\">Ancak bu d\u00fczeyde sonu\u00e7lar elde etmek kolay de\u011fildir. A\/B testi kullanarak d\u00f6n\u00fc\u015f\u00fcm\u00fc optimize etmek i\u00e7in \u015firketlerle \u00e7al\u0131\u015f\u0131rken, ister b\u00fcy\u00fck ister k\u00fc\u00e7\u00fck, ister B2B ister B2C, ister e-ticaret ister potansiyel m\u00fc\u015fteri olsun, \u015firketlerin kar\u015f\u0131la\u015ft\u0131\u011f\u0131 zorluklarda baz\u0131 ortak noktalar g\u00f6zlemledik.<\/p>\n<h3 style=\"text-align: justify;\">Zorluk 1: Neyi test edece\u011finizi bilmek<\/h3>\n<p style=\"text-align: justify;\">Ayn\u0131 ileti\u015fim par\u00e7as\u0131n\u0131n iki versiyonunu yay\u0131nlay\u0131p etkile\u015fim metriklerinde bir art\u0131\u015f bekleyemezsiniz. Pazarlamac\u0131lar, uygulamas\u0131 kolay oldu\u011fu i\u00e7in cazip gelen baz\u0131 k\u00fc\u00e7\u00fck de\u011fi\u015fikliklerin de\u011fi\u015fim yaratacak kadar etkili olmad\u0131\u011f\u0131n\u0131 \u00e7abuk \u00f6\u011frenirler. Ayr\u0131ca dramatik de\u011fi\u015fikliklerin kay\u0131plara yol a\u00e7abilece\u011fini de bilirler.<\/p>\n<p>Neyi test edece\u011finizi bilmek i\u00e7in \u00f6nce nerede test edece\u011finizi bilmeniz gerekir. \u0130\u015fte bu noktada m\u00fc\u015fteri verileriniz \u00e7ok belirleyici olabilir. Ya\u015fam d\u00f6ng\u00fcs\u00fc, sat\u0131\u015f hunisi veya yapt\u0131\u011f\u0131n\u0131z ileti\u015fim t\u00fcr\u00fc i\u00e7indeki metriklerin analizini yaparak onlar\u0131 bir durumdan di\u011ferine ta\u015f\u0131y\u0131n ve nerede filtrelendiklerini belirleyin. Potansiyel m\u00fc\u015fteriler nereye d\u00fc\u015f\u00fcyor?<\/p>\n<h3 style=\"text-align: justify;\">Zorluk 2: Ge\u00e7erli testleri \u00e7al\u0131\u015ft\u0131rma<\/h3>\n<p style=\"text-align: justify;\">Burada, durum b\u00f6yle de\u011filken, d\u00f6n\u00fc\u015f\u00fcm\u00fc art\u0131rmak i\u00e7in bir form\u00fcl ke\u015ffedildi\u011fine inanmak gibi bir hata yap\u0131labilir. Bir ba\u015fka olas\u0131 hata da d\u00f6n\u00fc\u015f\u00fcmdeki art\u0131\u015f\u0131 g\u00f6z ard\u0131 etmektir.<\/p>\n<p style=\"text-align: justify;\">A\/B testi, tahmin g\u00fcc\u00fc nedeniyle ba\u015far\u0131l\u0131 bir taktiktir. Test sonu\u00e7lar\u0131n\u0131n ger\u00e7ekten \u00f6ng\u00f6r\u00fcc\u00fc bir rol oynayabilmesi i\u00e7in m\u00fc\u015fterinin davran\u0131\u015f\u0131n\u0131 yans\u0131tt\u0131\u011f\u0131ndan ve yeni sonu\u00e7lar\u0131 tetikleyenin testte yap\u0131lan de\u011fi\u015fiklik oldu\u011fundan emin olman\u0131z gerekir.<\/p>\n<p style=\"text-align: justify;\">Bunu ba\u015farmak i\u00e7in, deney bilimsel bir \u015fekilde kurulmal\u0131 ve izlenmeli ve ge\u00e7erlili\u011fe y\u00f6nelik tehditlerden ka\u00e7\u0131n\u0131lmal\u0131d\u0131r:<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong style=\"font-weight: bold;\">Teslim edilebilirlik etkileri:<\/strong> \u00d6rne\u011fin, sunucu ar\u0131zas\u0131 nedeniyle 10.000 mesaj teslim edilmedi.<\/li>\n<li><strong style=\"font-weight: bold;\">Tarihin etkileri:<\/strong> \u00d6rne\u011fin, testin tam olarak yap\u0131ld\u0131\u011f\u0131 zamanda \u00fcr\u00fcnle ilgili beklenmedik reklamlar, talebi ge\u00e7ici olarak bir y\u00f6ne kayd\u0131ran bir pazarlama kampanyas\u0131, hafta sonu trafi\u011finin \u00e7ok farkl\u0131 davrand\u0131\u011f\u0131 bir Sal\u0131 g\u00fcn\u00fc yaln\u0131zca 20 saat boyunca bir test yapmak veya e-ticaret sitenizde y\u00fcksek motivasyonlu Aral\u0131k tatili trafi\u011fiyle bir test yapmak ve Ocak ay\u0131nda ayn\u0131 sonu\u00e7lar\u0131 almay\u0131 beklemek.<\/li>\n<li><strong style=\"font-weight: bold;\">Se\u00e7ilim etkileri:<\/strong> \u00d6rne\u011fin, ba\u015fka bir b\u00f6l\u00fcm, siz testinizi ger\u00e7ekle\u015ftirirken ayn\u0131 anda kampanyalar\u0131ndaki bir a\u00e7\u0131l\u0131\u015f sayfas\u0131na trafik \u00e7eken bir t\u0131klama ba\u015f\u0131na \u00f6deme reklam\u0131 yay\u0131nlar veya m\u00fc\u015fteriler hangi tedaviyi g\u00f6receklerini otomatik olarak se\u00e7erler.<\/li>\n<li><strong style=\"font-weight: bold;\">Bozulma etkilerinin \u00f6rneklenmesi:<\/strong> Bu, rastgele olas\u0131l\u0131\u011f\u0131n \u00fcstesinden gelmek i\u00e7in yeterli bir \u00f6rneklem b\u00fcy\u00fckl\u00fc\u011f\u00fcn\u00fcn toplanmamas\u0131d\u0131r. \u00d6rne\u011fin, 100 yan\u0131ta dayanarak bir testin ge\u00e7erli oldu\u011funu belirlemek.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\">Zorluk 3: Test Sonu\u00e7lar\u0131n\u0131 Yorumlama<\/h3>\n<p style=\"text-align: justify;\">Diyelim ki 1. ve 2. maddeleri ba\u015far\u0131yla yerine getirdiniz ve harika bir sonu\u00e7 elde ettiniz. Hala cevaplanmas\u0131 gereken temel bir soru var: Neden? M\u00fc\u015fteriler neden b\u00f6yle davran\u0131yor? M\u00fc\u015fteri hakk\u0131nda ne \u00f6\u011frendiniz ve bu bilgiyi nas\u0131l kullanabilirsiniz?<\/p>\n<p style=\"text-align: justify;\">Test sonu\u00e7lar\u0131n\u0131n yorumlanmas\u0131, testin uygulanmas\u0131ndan hemen sonraki zamanla s\u0131n\u0131rl\u0131 olmamal\u0131d\u0131r. Asl\u0131nda, sonu\u00e7lar\u0131 yorumlaman\u0131n anahtar\u0131 uygulaman\u0131n hemen \u00f6ncesinde yatmaktad\u0131r. Bu, alg\u0131lanan de\u011feri art\u0131r\u0131p alg\u0131lanan maliyeti azaltabilmeniz i\u00e7in huninizdeki \u00f6nemli teslimat noktalar\u0131nda m\u00fc\u015fterinin d\u00fc\u015f\u00fcnce s\u00fcre\u00e7lerini derinlemesine anlamak amac\u0131yla hipotez olu\u015fturmakla ilgilidir.<\/p>\n<p style=\"text-align: justify;\">Potansiyel m\u00fc\u015fterilerin sat\u0131n alma s\u00fcrecinin her a\u015famas\u0131nda ne d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fc anlayarak, motivasyonlar\u0131n\u0131 daha iyi kar\u015f\u0131layabilir ve onlar\u0131 sat\u0131\u015f hunisinde daha h\u0131zl\u0131 ilerletebilirsiniz.<\/p>\n<p style=\"text-align: justify;\">Ama\u00e7 sadece bir KPI'y\u0131 (temel performans g\u00f6stergesi) art\u0131rmak de\u011fil, pazarlama mesajlar\u0131n\u0131zla, sat\u0131\u015f s\u00fcrecinizle ve hatta \u00fcr\u00fcnlerinizle m\u00fc\u015fteriye nas\u0131l daha iyi hizmet verebilece\u011finizi anlamak olmal\u0131d\u0131r. Ve bu anlay\u0131\u015f sayesinde sonu\u00e7lar\u0131 iyile\u015ftireceksiniz.<\/p>\n<p style=\"text-align: justify;\">Dolay\u0131s\u0131yla, test uygulaman\u0131z daha az d\u00f6n\u00fc\u015f\u00fcmle sonu\u00e7lansa bile bu bir kay\u0131p say\u0131lmaz \u00e7\u00fcnk\u00fc m\u00fc\u015fteri i\u00e7g\u00f6r\u00fcs\u00fc elde etmi\u015f olursunuz. \u0130nternet \u00e7a\u011f\u0131n\u0131n para birimi veri ise, m\u00fc\u015fteri i\u00e7g\u00f6r\u00fcs\u00fc de alt\u0131n standartt\u0131r: t\u00fcm pazarlaman\u0131n do\u011frudan ba\u011fl\u0131 olmas\u0131 gereken merkezi veri par\u00e7as\u0131.<\/p>\n<p style=\"text-align: justify;\">Ve nihayetinde, A\/B testi ile uzun vadeli kazan\u0131mlar bu \u015fekilde elde edilir.<\/p>\n<p><a style=\"user-select: auto;\" href=\"https:\/\/ebook.masterbase.com\/guia-basica-para-realizar-pruebas-en-email-marketing\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 640px !important;\" src=\"https:\/\/out.filebunker.com\/I1012\/657b225b5db65500121d506d\/8ltkimn2hc6ij0fsdowtft7kftljhfbnbon0n2okhveyntd256n8kslvq20bc2vg\" width=\"640\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>A\/B testi etkileyici sonu\u00e7lar \u00fcretebilir \u00e7\u00fcnk\u00fc pazarlamac\u0131lar\u0131n ger\u00e7ekten neyin i\u015fe yarad\u0131\u011f\u0131n\u0131 bulmas\u0131n\u0131 sa\u011flar.<\/p>","protected":false},"author":239642484,"featured_media":8158,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[],"class_list":["post-6561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pruebas A \/ B: Tres desaf\u00edos que debes vencer para obtener grandes beneficios - MasterBase\u00ae<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/masterbase.com\/tr\/testler-a-b-buyuk-kazanimlar-elde-etmek-i\u0307ci\u0307n-ustesi\u0307nden-gelmeni\u0307z-gereken-uc-zorluk\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pruebas A \/ B: Tres desaf\u00edos que debes vencer para obtener grandes beneficios - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"Las pruebas A \/ B pueden generar resultados impresionantes porque permiten a los profesionales de marketing descubrir qu\u00e9 funciona realmente.\" \/>\n<meta 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