{"id":35885,"date":"2023-12-08T11:28:09","date_gmt":"2023-12-08T11:28:09","guid":{"rendered":"https:\/\/masterskills.org\/blog\/thu-nghiem-a-b-a-b-testing-trong-marketing-la-gi.html"},"modified":"2023-12-23T21:01:24","modified_gmt":"2023-12-23T14:01:24","slug":"thu-nghiem-a-b-a-b-testing-trong-marketing-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/thu-nghiem-a-b-a-b-testing-trong-marketing-la-gi.html","title":{"rendered":"Th\u1eed nghi\u1ec7m A\/B (A\/B Testing) trong marketing l\u00e0 g\u00ec?"},"content":{"rendered":"
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\n<\/figcaption><\/figure>\n

Th\u1eed nghi\u1ec7m A\/B<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

Th\u1eed nghi\u1ec7m A\/B<\/b> trong ti\u1ebfng Anh l\u00e0 A\/B testing<\/b>, hay c\u00f2n g\u1ecdi l\u00e0 th\u1eed nghi\u1ec7m ph\u00e2n t\u00e1ch AB<\/b> (A-B Split).<\/p>\n

Th\u1eed nghi\u1ec7m A\/B<\/b> l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p ki\u1ec3m tra t\u00ednh hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c ph\u01b0\u01a1ng ph\u00e1p marketing ho\u1eb7c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng.\u00a0<\/p>\n

S\u1eed d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p th\u1eed nghi\u1ec7m A\/B nh\u01b0 sau: m\u1ed9t danh s\u00e1ch c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u01b0\u1ee3c chia th\u00e0nh hai nh\u00f3m tr\u00ean c\u01a1 s\u1edf ng\u1eabu nhi\u00ean, v\u1edbi m\u1ed9t nh\u00f3m \u0111\u01b0\u1ee3c \u0111\u1eb7t l\u00e0 nh\u00f3m ki\u1ec3m so\u00e1t (control group) v\u00e0 nh\u00f3m c\u00f2n l\u1ea1i l\u00e0 nh\u00f3m th\u1eed nghi\u1ec7m ho\u1eb7c nh\u00f3m bi\u1ebfn th\u1ec3 (variation group).\u00a0<\/p>\n

M\u1ee5c ti\u00eau c\u1ee7a th\u1eed nghi\u1ec7m A\/B l\u00e0 x\u00e1c \u0111\u1ecbnh y\u1ebfu t\u1ed1 \u0111\u01a1n n\u00e0o l\u00e0 hi\u1ec7u qu\u1ea3 nh\u1ea5t trong vi\u1ec7c c\u1ea3i thi\u1ec7n t\u1ec9 l\u1ec7 ph\u1ea3n h\u1ed3i cho chi\u1ebfn d\u1ecbch marketing ho\u1eb7c \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ed9t s\u1ed1 k\u1ebft qu\u1ea3 mong mu\u1ed1n kh\u00e1c.\u00a0<\/p>\n

Th\u1eed nghi\u1ec7m A\/B \u0111\u00e3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nhi\u1ec1u n\u0103m trong c\u00e1c chi\u1ebfn d\u1ecbch th\u01b0 tr\u1ef1c ti\u1ebfp (direct mail). N\u00f3 c\u0169ng \u0111\u00e3 \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh th\u00e0nh c\u00f4ng \u0111\u1ec3 s\u1eed d\u1ee5ng trong m\u00f4i tr\u01b0\u1eddng t\u01b0\u01a1ng t\u00e1c tr\u00ean internet, v\u1edbi m\u1ee5c ti\u00eau ki\u1ec3m tra t\u00ednh hi\u1ec7u qu\u1ea3 c\u1ee7a ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp th\u1ecb qua email v\u00e0 qu\u1ea3ng c\u00e1o b\u1eb1ng bi\u1ec3u ng\u1eef.\u00a0<\/p>\n

V\u00ed d\u1ee5: doanh nghi\u1ec7p s\u1eed d\u1ee5ng chi\u1ebfn d\u1ecbch th\u01b0 \u0111i\u1ec7n t\u1eed g\u1eedi \u0111\u1ebfn c\u00e1c kh\u00e1ch h\u00e0ng, trong th\u01b0 c\u00f3 th\u1ec3 \u0111\u00ednh k\u00e8m m\u1ed9t “h\u00e0nh \u0111\u1ed9ng k\u00eau g\u1ecdi” c\u1ee5 th\u1ec3. Ch\u1eb3ng h\u1ea1n nh\u01b0 “\u0111\u0103ng k\u00ed trong v\u00f2ng 48 gi\u1edd \u0111\u1ec3 \u0111\u01b0\u1ee3c gi\u1ea3m gi\u00e1 20%”, v\u00e0 nh\u1eefng th\u00f4ng tin n\u00e0y \u0111\u01b0\u1ee3c nh\u00fang trong tin nh\u1eafn t\u1edbi m\u1ed9t n\u1eeda kh\u00e1ch h\u00e0ng. C\u00f2n tin nh\u1eafn g\u1eedi \u0111\u1ebfn m\u1ed9t n\u1eeda kia th\u00ec kh\u00f4ng c\u00f3 h\u00e0nh \u0111\u1ed9ng k\u00eau g\u1ecdi (ngh\u0129a l\u00e0 kh\u00f4ng m\u1eddi ch\u00e0o \u0111\u1ec3 \u0111\u0103ng k\u00ed ho\u1eb7c kh\u00f4ng \u0111\u1ec1 c\u1eadp \u0111\u1ebfn gi\u1ea3m gi\u00e1).<\/p>\n

\u0110i\u1ec1u n\u00e0y s\u1ebd gi\u00fap doanh nghi\u1ec7p x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c “h\u00e0nh \u0111\u1ed9ng k\u00eau g\u1ecdi” c\u00f3 th\u1ef1c s\u1ef1 hi\u1ec7u qu\u1ea3 hay kh\u00f4ng v\u00e0 li\u1ec7u t\u1ec9 l\u1ec7 ph\u1ea3n h\u1ed3i c\u00f3 \u0111\u1ee7 t\u1ed1t \u0111\u1ec3 ch\u1ee9ng minh cho vi\u1ec7c gi\u1ea3m gi\u00e1 20% hay kh\u00f4ng.\u00a0<\/p>\n

Th\u1eed nghi\u1ec7m A\/B trong \u1ee9ng d\u1ee5ng<\/font><\/h3>\n

Khi c\u00f3 nhi\u1ec1u ng\u01b0\u1eddi tr\u00ecnh b\u00e0y th\u1eed nghi\u1ec7m A\/B nh\u01b0 ph\u1ea3n \u00e1nh m\u1ed9t c\u00e1ch ngh\u0129 m\u1edbi v\u1ec1 chi\u1ebfn l\u01b0\u1ee3c kinh doanh, th\u00ec n\u00f3 \u0111\u00e3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong c\u00e1c b\u1ed1i c\u1ea3nh nghi\u00ean c\u1ee9u kh\u00e1c nhau trong nhi\u1ec1u n\u0103m. Nh\u01b0ng kh\u00e1c bi\u1ec7t \u1edf ch\u1ed7, m\u1ee9c \u0111\u1ed9 nhanh ch\u00f3ng<\/i> v\u00e0 t\u1ea7n su\u1ea5t c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c tri\u1ec3n khai <\/i>ph\u1ee5 thu\u1ed9c v\u00e0o s\u1ef1 tr\u1ee3 gi\u00fap c\u1ee7a Internet.\u00a0<\/p>\n

Th\u1ef1c t\u1ebf th\u00ec, th\u1eed nghi\u1ec7m A\/B c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n li\u00ean t\u1ee5c v\u1edbi chi ph\u00ed t\u01b0\u01a1ng \u0111\u1ed1i nh\u1ecf. Th\u1eed nghi\u1ec7m nh\u01b0 v\u1eady cho ph\u00e9p \u0111i\u1ec1u ch\u1ec9nh th\u1eddi gian th\u1ef1c c\u1ee7a c\u00e1c chi\u1ebfn d\u1ecbch marketing, c\u1eadp nh\u1eadt website v\u00e0 ph\u00e1t tri\u1ec3n c\u00e1c c\u00f4ng c\u1ee5 tr\u1ef1c tuy\u1ebfn, cho ph\u00e9p c\u00e1c c\u00f4ng ty theo k\u1ecbp c\u00e1c xu h\u01b0\u1edbng thay \u0111\u1ed5i.\u00a0<\/p>\n

Th\u1eadt v\u1eady, th\u1eed nghi\u1ec7m A\/B gi\u00fap h\u01b0\u1edbng \u0111\u1ebfn vi\u1ec7c t\u1ed1i \u01b0u h\u00f3a trang web m\u00e0 s\u1eed d\u1ee5ng d\u1eef li\u1ec7u trong qu\u00e1 tr\u00ecnh ra quy\u1ebft \u0111\u1ecbnh. Hi\u1ec7n c\u0169ng c\u00f3 nhi\u1ec1u ph\u1ea7n m\u1ec1m th\u1eed nghi\u1ec7m A\/B h\u1ed7 tr\u1ee3 nh\u1eefng c\u00f4ng vi\u1ec7c nh\u01b0 v\u1eady.<\/p>\n

C\u00e1c b\u01b0\u1edbc trong th\u1eed nghi\u1ec7m A\/B<\/font><\/h3>\n

C\u00f3 th\u1ec3 l\u00e0m theo c\u00e1c b\u01b0\u1edbc sau \u0111\u1ec3 t\u1ea1o v\u00e0 th\u1ef1c hi\u1ec7n th\u1eed nghi\u1ec7m A\/B:<\/p>\n

– Thu th\u1eadp d\u1eef li\u1ec7u: D\u1eef li\u1ec7u s\u1ebd ti\u1ebft l\u1ed9 n\u01a1i m\u1ed9t trang web ho\u1eb7c n\u1ed7 l\u1ef1c marketing n\u00ean \u0111\u01b0\u1ee3c t\u1ed1i \u01b0u h\u00f3a.\u00a0T\u1eadp trung v\u00e0o c\u1ea3 khu v\u1ef1c c\u00f3 traffic cao c\u0169ng nh\u01b0 khu v\u1ef1c kh\u00f3 kh\u0103n.<\/p>\n

– X\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau thu h\u00fat kh\u00e1ch h\u00e0ng: C\u00e1c m\u1ee5c ti\u00eau c\u00f3 th\u1ec3 bao g\u1ed3m t\u1eeb vi\u1ec7c “nh\u1ea5p v\u00e0o”, “chuy\u1ec3n \u0111\u1ed5i website”, “\u0111\u0103ng k\u00ed email” v\u00e0 h\u01a1n th\u1ebf n\u1eefa.\u00a0<\/p>\n

– H\u00ecnh th\u00e0nh m\u1ed9t gi\u1ea3 \u0111\u1ecbnh: V\u1edbi m\u1ed9t b\u1ed9 m\u1ee5c ti\u00eau, c\u00e1c \u00fd t\u01b0\u1edfng th\u1eed nghi\u1ec7m A\/B c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c h\u00ecnh th\u00e0nh.\u00a0Sau \u0111\u00f3 ch\u00fang c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u01b0u ti\u00ean b\u1edfi c\u00e1c t\u00e1c \u0111\u1ed9ng v\u00e0 n\u1ed7 l\u1ef1c th\u1ef1c hi\u1ec7n.\u00a0<\/p>\n

– T\u1ea1o c\u00e1c bi\u1ebfn th\u1ec3 th\u1eed nghi\u1ec7m: C\u00e1c bi\u1ebfn th\u1ec3 th\u1eed nghi\u1ec7m A\/B c\u00f3 th\u1ec3 \u0111a d\u1ea1ng, ch\u1eb3ng h\u1ea1n nh\u01b0 thay \u0111\u1ed5i m\u00e0u ho\u1eb7c l\u00e0m r\u1ed9ng c\u00e1c n\u00fat ph\u00edm.\u00a0<\/p>\n

– Ch\u1ea1y th\u1eed nghi\u1ec7m: B\u01b0\u1edbc n\u00e0y tri\u1ec3n khai th\u1eed nghi\u1ec7m cho ng\u01b0\u1eddi d\u00f9ng.\u00a0D\u1eef li\u1ec7u sau \u0111\u00f3 \u0111\u01b0\u1ee3c thu th\u1eadp t\u1eeb c\u00e1c t\u01b0\u01a1ng t\u00e1c c\u1ee7a h\u1ecd.\u00a0<\/p>\n

– Ph\u00e2n t\u00edch k\u1ebft qu\u1ea3: D\u1eef li\u1ec7u n\u00ean \u0111\u01b0\u1ee3c tr\u00ecnh b\u00e0y c\u1ea1nh nhau \u0111\u1ec3 so s\u00e1nh s\u1ef1 kh\u00e1c nhau v\u00e0 li\u1ec7u k\u1ebft qu\u1ea3 c\u00f3 \u0111\u1ee7 \u00fd ngh\u0129a th\u1ed1ng k\u00ea \u0111\u1ec3 th\u1ef1c hi\u1ec7n h\u00e0nh \u0111\u1ed9ng hay kh\u00f4ng. <\/p>\n

(Theo Investopedia<\/i>)<\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Th\u1eed nghi\u1ec7m A\/B (ti\u1ebfng Anh: A\/B Testing) l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p ki\u1ec3m tra t\u00ednh hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c ph\u01b0\u01a1ng ph\u00e1p marketing ho\u1eb7c ph\u01b0\u01a1ng ti\u1ec7n truy\u1ec1n th\u00f4ng.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35885"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=35885"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35885\/revisions"}],"predecessor-version":[{"id":68596,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/35885\/revisions\/68596"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=35885"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=35885"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=35885"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}