Steve Ebin

Steve joined Optimizely in 2012 as its Head of Online Marketing. He believes that online marketing today is in roughly the same state as alchemy in the early 15th century: there are some known principles, but it isn't yet a science. He is conflicted about blogging in general.

Blog Posts by Steve Ebin

May 17, 2016

A/B Testing for Low Traffic Websites

It takes a lot of traffic to get statistically significant results for A/B tests. High-traffic websites like Google and Facebook should A/B test everything, but low-traffic websites shouldn’t bother. At least that’s how the argument goes. But I would like to offer a different perspective. I think low-traffic websites should A/B test, not only because doing so has enormous cultural benefits, but also because A/B testing does work for low-traffic sites.
September 04, 2014

The Impact of Symmetry in Online Marketing

You may have heard that keeping your ad consistent with your landing page is good. But is that a myth? And if it isn’t, how can you quantify the impact of this symmetry? In early 2013, we performed an experiment on our Pay Per Click landing page aimed at answering these questions. Our goal was more to answer an interesting question than to find a conversion lift, but we were pleasantly surprised to discover that making our landing page mirror our ads led to a tremendous lift in conversions.