convert smarter, not harder - a/b split testing
DESCRIPTION
If you could double the number of conversions you’re getting on your Joomla site without gaining any additional traffic, would you be interested? Split testing can mean the difference between a website’s success and failure, yet why are so few website owners doing it? Join me as we explore one of the most overlooked aspects of website design and internet marketing. We will dig deep in the methodology and strategies behind leveraging A/B split testing to skyrocket lead conversion, boost the user experience and take your website to the next level.TRANSCRIPT
Saturday, February 23, 13
#JDNC13 @SavvyPandaSaturday, February 23, 13
NOT HARDER.
#JDNC13 @SavvyPanda
CONVERT SMARTER,
Saturday, February 23, 13
NOT HARDER.Split Testing in Joomla.
#JDNC13 @SavvyPanda
CONVERT SMARTER,
Saturday, February 23, 13
LUKE SUMMERFIELD@SavvyPanda
#JDNC13 @SavvyPandaSaturday, February 23, 13
HUBSPOT INBOUND MARKETING CERT.
GOOGLE ADWORDS/ANALYTICS CERT.
HOOTSUITE CERT.#JDNC13 @SavvyPanda
Saturday, February 23, 13
HUBSPOT INBOUND MARKETING CERT.
GOOGLE ADWORDS/ANALYTICS CERT.
HOOTSUITE CERT.#JDNC13 @SavvyPanda
Saturday, February 23, 13
#JDNC13@SAVVYPANDA
SLIDESHA.RE/13B2GOU
#JDNC13 @SavvyPandaSaturday, February 23, 13
The Bigger Picture Setting Up Your Test
Tools For Testing Interpret Results Steps for Action& Homework
What Is Split Testing?
#JDNC13 @SavvyPandaSaturday, February 23, 13
?#JDNC13 @SavvyPanda
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CROLEAN & AGILE
PRICING
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CONVERSION RATE OPTIMIZATION
CRO#JDNC13 @SavvyPanda
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GOAL OF
INTERNETMARKETING?
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?
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GOAL OF
INTERNETMARKETING?
#JDNC13 @SavvyPanda
?
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2-WAYS TO
INCREASELEADS?
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INCREASETRAFFIC
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INCREASECONVERSIONS
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?#JDNC13 @SavvyPanda
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via ebook: http://www.hubspot.com/an-introduction-to-ab-testing/#JDNC13 @SavvyPandaSaturday, February 23, 13
E-COMMERCE
20-25%HIGHER
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LANDING PAGES.
30-40%HIGHER
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#JDNC13 @SavvyPandaSaturday, February 23, 13
CROLEAN & AGILE
PRICING
#JDNC13 @SavvyPandaSaturday, February 23, 13
OPTIMIZE YOUR
PRICING
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OPTIMIZEPRICING• Three tier pricing (current, bump, spike)
• Free shipping• Bundle pricing
#JDNC13 @SavvyPandaSaturday, February 23, 13
CROLEAN & AGILE
PRICING
#JDNC13 @SavvyPandaSaturday, February 23, 13
LEAN &AGILE
WEBSITE DESIGN
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CREATE AN
?#JDNC13 @SavvyPanda
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HERE’S A SECRET...
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YOU CAN’T
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HERE’S A SECRET...
#JDNC13 @SavvyPanda
YOU CAN’T
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CREATE AN
MVPminimum viable product
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MVP• Identify core features based on research & hypothesis
• Develop a base product• Gain users
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Once your MVP is launched you can perform...
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SPLIT TESTING ALLOWS FOR
VALIDATEDLEARNING
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VALIDATEDLEARNING• Make hypothesis• Perform scientific testing (split testing)
• Collect data• One month sprints
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PRESERVER OR
PIVOT#JDNC13 @SavvyPanda
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PIVOT ORPRESERVER?• Was hypothesis confirmed• What worked, what didn’t
• Deploy globally-or-• Pivot & refocus
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FOR
EXAMPLE
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The Bigger Picture Setting Up Your Test
Tools For Testing Interpret Results Steps for Action& Homework
What Is Split Testing?
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WHAT IS
SPLITTESTING?
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A/B TESTING
MULTIVARIATE
AND
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A/B TESTING• Two identical items• Testing only one variable• Champion vs Challenger
Goal = find optimal variations
Variation B
Variation A
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MULTIVARIATE•Test multiple variables simultaneously
•Running multiple A/B tests at the same time
•Must receive large traffic
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REMEMBER...
SPLIT TESTUNTIL YOU HAVE ADVOCATES.
PROTIP!
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WHAT
ITEMSCAN YOU TEST?
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EVERYTHING!•Call To Actions•Landing Pages•Emails•Layouts•Pricing•Promotional Offers
... AND THE LIST GOES ON... (but the kitchen sink)
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WHAT
ELEMENTSCAN YOU TEST?
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LANDING PAGE
•Offers•Copy•Form Fields•Layout•Image•Long vs Short
via ebook: http://www.hubspot.com/an-introduction-to-ab-testing/#JDNC13 @SavvyPandaSaturday, February 23, 13
CALL TO ACTIONS
•Placement•Size•Color•Copy•Image•Benefit
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•Format•Timing•Sender•Subject Lines•Offer•Target Group
via ebook: http://www.hubspot.com/an-introduction-to-ab-testing/#JDNC13 @SavvyPandaSaturday, February 23, 13
WILL IT HURT
SEO?#JDNC13 @SavvyPanda
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DUPLICATE CONTENT?
goo.gl/r45Xj
Google’s Recommendations
PRO TIPSUse Rel=Canonical or No-Index
on the A/B variations
If redirect, use a 302 (not 301)
bit.ly/P0gCR1
Matt Cutts: “nope.”
#JDNC13 @SavvyPandaSaturday, February 23, 13
The Bigger Picture Setting Up Your Test
Tools For Testing Interpret Results Steps for Action& Homework
What Is Split Testing?
#JDNC13 @SavvyPandaSaturday, February 23, 13
KEY CONSIDERATIONS FOR
A/BTESTING
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RUN ONE TEST AT A
TIME• Don’t overload • Prioritize & add on calendar• Stay focused• Create a 1 month “sprint” (busier site can do 1 week)
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TEST ONE VARIABLE AT
A TIME• Prioritize what to test• Allows you to track variable
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CHALLENGER VS CHAMPION
• Pit them against each other• Better perform = Champion
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CHALLENGER VS CHAMPION
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TEST BOTH BIG AND SMALL
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SMALL MAKES DIFFERENCE
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TEST THE ENTIRE FUNNEL
Customer
Advocate
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COLLECT ENOUGH
DATA 95% confidence rating
=Statistical Significance
http://super.hubspot.com/calculator/
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The Bigger Picture Setting Up Your Test
Tools For Testing Interpret Results Steps for Action& Homework
What Is Split Testing?
#JDNC13 @SavvyPandaSaturday, February 23, 13
JOOMLA
3RD PARTY
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JOOMLA
J!CONVERT
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• For Website• Virtuemart
FREE!
http://www.convert.com/features/
Add in JS to siteto make it work
Video:
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JOOMLA
J!CONVERT
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• Page Type - the view variable from the Joomla component in use on the page• Category ID - for Joomla com_content, the category id will be returned• Category Name - for Joomla com_content, the category name will be returned• Customer ID - Customer id number (when customer is logged in)• Custom Variable 1 - Joomla component name• Custom Variable 2 - User group id (if logged in)• Custom Variable 3 - for Joomla com_content, the article id will be returned• Custom Variable 4 - Joomla! Itemid number (menu id)
J!Convert - Plugin:• Page Type - VirtueMart product view, category view, checkout, cart or purchase
completion page• Category ID - VirtueMart category id number• Category Name - VirtueMart category name• Product SKU - VirtueMart product SKU• Product Name - VirtueMart product title• Product Price - VirtueMart base product price• Customer ID - Customer id number (when customer is logged in)
Convert - Virtuemart Plugin:
FREE!
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JOOMLA
VISUAL WEB OPTIMIZER
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By: Analytics for JoomlaMakes easier to add JS into your website
http://youtu.be/9pEU9MleWIIhttp://youtu.be/0S0IrbwpfzE
OPTIMIZLEY
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JOOMLA
PRESS9 A/B TESTER
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Easy JS Add innote: Joomla 1.5 Only :’-(
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3RDPARTY
GOOGLE WEBOPTIMIZER
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• Integrates with Adwords & Analytics
• Gives you a JS code to insert in head of the page you’re testing
FREE!
Saturday, February 23, 13
3RDPARTY
GOOGLE WEB OPTIMIZER
#JDNC13 @SavvyPanda
FREE!
Saturday, February 23, 13
The Bigger Picture Setting Up Your Test
Tools For Testing Interpret Results Steps for Action& Homework
What Is Split Testing?
#JDNC13 @SavvyPandaSaturday, February 23, 13
EXAMINERESULTS
•What metrics were effected?•Did it match my hypothesis?•Were there any errors?
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Iterate & Do Again!
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THERE IS NO BAD TEST. AS LONG AS YOUR
LEARNING
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WHAT IF YOU STILL HAVE
BADRESULTS?
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LET’SIMPROVETHE CTA!
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#JDNC @SavvyPanda#JDNC13 @SavvyPandaSaturday, February 23, 13
CRO IS ALL ABOUT INFLUENCING
CONVERSIONDECISION
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#JDNC @SavvyPanda http://www.slideshare.net/randfish/big-picture-cro
Saturday, February 23, 13
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IS IT THE RIGHT PRODUCT FOR THE RIGHT PEOPLE?
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The Bigger Picture Setting Up Your Test
Tools For Testing Interpret Results Steps for Action& Homework
What Is Split Testing?
#JDNC13 @SavvyPandaSaturday, February 23, 13
ACTION STEPS
1. DO MORE RESEARCH!SavvyPanda.com/BLOG
2. Perform your first test!
3. Ask Questions: SavvyPanda.com/ASK
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THANKS!
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QUESTIONS?LUKE SUMMERFIELD
#JDNC13@SAVVYPANDA
SLIDESHA.RE/13B2GOU
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http://www.flickr.com/photos/drachmann/327122302/sizes/l/in/photostream/http://www.flickr.com/photos/psit/4822614779/sizes/l/in/photostream/
http://www.flickr.com/photos/62337512@N00/2615993927/sizes/l/in/photostream/http://www.flickr.com/photos/ricardodiaz/3208220314/sizes/l/in/photostream/
http://www.flickr.com/photos/ter-burg/2381624640/sizes/l/in/photostream/http://www.flickr.com/photos/8113246@N02/4406950341/sizes/o/in/photostream/
http://www.flickr.com/photos/vintagedept/6358537847/sizes/l/in/photostream/http://www.flickr.com/photos/pennstatelive/6789813838/sizes/z/in/photostream/
http://www.flickr.com/photos/ianhaycox/128474639/sizes/m/in/photostream/http://www.robcottingham.ca/cartoon/archive/its-not-cheating-if/
http://www.flickr.com/photos/tonichu/458809478/sizes/z/in/photostream/http://www.flickr.com/photos/sonrisaelectrica/3695743740/sizes/l/in/photostream/
http://www.flickr.com/photos/clover_1/2259985318/sizes/l/in/photostream/http://www.flickr.com/photos/kalavinka/4617897952/sizes/z/in/photostream/
http://www.flickr.com/photos/aylaujp/543529949/sizes/z/in/photostream/http://www.flickr.com/photos/audiolucistore/7403731050/sizes/l/in/photostream/http://www.flickr.com/photos/marcosreis07/2997405848/sizes/l/in/photostream/http://www.flickr.com/photos/buckofive/6311309849/sizes/o/in/photostream/
PHOTO CREDITS:
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