increase sales and conversions with a/b testing on your drupal website

Increase Sales and Conversions with A/B Testing

Bryan House VP Marketing, Acquia @bryanhouse

Paras Chopra Founder, Wingify @paraschopra

© 2011 Acquia, Inc. All rights reserved.

Upcoming Webinars

!  Thursday June 30th 1pm ET / 5pm UTC – Building Communities with Commons

!  Wednesday July 13th 1pm ET / 5pm UTC - Drupal and Microsoft Dynamics CRM Integration

!  Thursday July 28th 1pm ET / 5pm UTC - The Value of Building an Online Community

Register Today - http://acquia.com/webinars


Upcoming Training Events – June & July 2011 http://training.acquia.com/events

June 24th, 25th – Seattle WA

June 25th – Cambridge MA

June 29th – Minneapolis MN

June 28-29th – Victoria BC

June 29th – London ON

June 29th – Tel Aviv Israel

June 29th – Geneve Switzerland

July 4th, 5th – London England

July 5-8th – Paris France

July 5th, 6th – Dallas TX

July 11-12 – Corvallis, OR

Register for Drupal Training in your area

Courses include:

!   Drupal in a Day

!   Site Building with Drupal

!   Drupal Module Development

!   Drupal Theming

!   The Views & CCK Modules

!   Panels for Site Builders

!   Development Best Practices


A broad array of Software + Services

to create and maintain killer web experiences

built on Drupal


Answers you Need !   Access to knowledge,

tips & tricks, how-tos

!   500 + articles

!   130 + videos

!   50 + podcasts and webinars

Support when you need it !   24x7 ticket-based

support

!   Active advice & help forums

!   Remote consulting included

Tools you can Use !   Extend and manage

your Drupal site.

!   Site health and performance

!   Acquia Search

!   Mobify

!   Mollom

!   New Relic

!   Visual Website Optimizer

A/B tes(ng on Drupal

How to increase your sales and conversions

Tradi(onal web design

Step 1

Google Analy(cs: my first love

Step 2

Happiness :) Step 3

Sorry, that’s not okay!

You are leaving money on the table!

What if I told you?

•  Changing link color increased conversions by 53%

•  Adding leM menu naviga(on bar increased cart addi(ons by 34%

•  Removing signup form increased signups by 60%

Note: all are REAL case studies!

Your website is not op(mal

So, what do you do?

A/B Tes/ng to the rescue

What is A/B tes(ng?

A A B

Remember your high school science project?

On the web, what is A/B tes(ng?

In simple words, A/B tes(ng is:

•  Step 1: change something on your landing page to create a varia(on

•  Step 2: define goals to be measured

•  Step 3: split traffic between original and varia(on page

•  Step 4: measure if varia(on page is conver(ng than the original (note sta(s(cal confidence)

Let’s play a guessing game

Real life A/B tes(ng case studies

Which version had 10% higher conversions?

A B

Which version had 85% more downloads?

A B

Which version doubled conversions?

A

B

What to A/B test?

Test Headlines

•  Have a headline

•  Have a concrete headline

•  Headline should be the first thing a visitor looks at

Test Bu[ons

•  Don’t have too many call to ac(on bu[ons

•  Have an ac(onable call to ac(on bu[on

•  Have a big, prominent, visible call to ac(on

Include Social Proof

•  Tes(monials

•  Case Studies

•  Logos of Customers

•  Sta(s(cs, Pageviews, etc.

Visual Website Op(mizer

World’s easiest A/B tes(ng tool

Used by thousands of businesses

“WOW” features

•  Visually create varia(ons (knowledge of HTML, JavaScript not required)

•  One (me integra(on. No dependence on IT department

•  Heatmaps, behavioral targe(ng, revenue tracking, Google Analy(cs integra(on

Live Demo

Free subscrip.on for starter plan available for Acquia members

Image Credits

•  Slide 2: h[p://theoatmeal.com/img/comics/design_hell/9.jpg

•  h[p://www.schoonzie.com/files/GoogleAnaly(cs-‐GraphByMonth.jpg

•  h[p://www.marshu.com/ar(cles/images-‐website/ar(cles/presidents-‐on-‐us-‐paper-‐money/one-‐hundred-‐100-‐dollar-‐bill.jpg

•  h[p://degoodstuff.com/images/uploads/logos/superman%20logo.jpg

•  Slide 5: h[p://bioprotec(on.org.nz/system/files/images/CoRE-‐Theme-‐Pic-‐-‐-‐mini-‐galls.jpg

•  Slide 3: Self

Thank You!

[email protected]


!  Do you love working with Drupal?

!  If so, Acquia is hiring in North America & Europe: – Engineering & design – Client advisors and consulting – Inside sales

Check out openings at http://acquia.com/careers


Questions

!   For more information, visit: – http://acquia.com – http://twitter.com/acquia – http://acquia.com/facebook

!   Contact us: –  [email protected] – 888.9.ACQUIA

!   Get $50 off an Acquia Network Basic subscription – Coupon code: ANWebinar50

!   Sign up for a free 30-day Acquia Network Trial – http://acquia.com/trial

Recording of today’s event and slides will be posted at:

http://acquia.com/resources/recorded_webinars

increase sales and conversions with a/b testing on your drupal website

Technology