never make a costly business decision again, split test instead
TRANSCRIPT
Never make a costly business decision again, split test instead
Duncan Heath
Audience interest level vs. time firstgraph shown.
This is the year of mobile
Other rubbish statements.
Growth hacking is the future of marketing
Your website needs video to compete
If the statement is:
“This is the year of mobile”
The reality is:
“For certain businesses, in certain markets, for certain segments of their audience, in certain locations and at certain times, it could be argued that this is the year of mobile.”
$750K
Well-intentioned opinions.
$400Billion
http://money.cnn.com/2014/02/07/investing/google-exxon-market-value/
MOBILE
Desktop: 85% Mobile/Tablet: 15%
Mobile – real data – October 2014.
Desktop traffic revenue-per-visitor: £5.16
Mobile/tablet traffic revenue-per-visitor: £3.65
Mobile – basic uplift calculation.
Mobile/tablet monthly unique
visitors
Current mobile/tablet
revenue
Revenue applyingdesktop
conversion performance
Monthly revenuedifference
153,233 £559,300 £790,682 £231,382
Menu
Mobile – split test mobile-friendly…
Sign-in
Mobile – split test mobile-friendly…
Contact forms Checkout
Mobile – case study.
https://www.paypalobjects.com/webstatic/mktg/docs/Mobile_Express_Checkout.pdf
PayPal express checkout
Up to 34%conversion lift
Mobile-friendly vs. non mobile friendly.
Critical point –£50K/month difference
+growth rate above 10%/quarter
(2011) (2017)
VIDEO
Supercheapstorage.com.au – without video.
Supercheapstorage.com.au – with video.
Supercheapstorage.com.au – split test.
Without video With video
Winner: 16% increase in leadshttps://www.webprofits.com.au/blog/case-study-
adding-video-on-a-landing-page/
Devicemagic.com – without video.
Devicemagic.com – with video.
Devicemagic.com – split test.
Without video With video
Loser: 31% less sign-ups
https://vwo.com/blog/video-or-image-slider-ab-test/
Chromeindustries.com – without video.
Chromeindustries.com – with video.
Chromeindustries.com – split test.
Winner: 0.2% increase in sales
Without video With video
http://blog.optimizely.com/2013/08/27/product-imagery-tests/
PRICE
Price – testing increase
Price – testing increase
Price – testing increase- results
Original
•Traffic: 100,000
•Conversion rate: 3.5%
•Average order value: £26.50
•Total revenue: £92,750
•Traffic: 100,000
•Conversion rate: 3.0%
•Average order value: £32.65
•Total revenue: £97,950
Higher price with last minute discount
Price – testing reduction.
Original (no price reduction)
Price – testing reduction.
Variation (offering price reduction code)
Price – testing reduction – results.
Original
•Traffic: 100,000
•Conversion rate: 3.5%
•Average order value: £26.50
•Total revenue: £92,750
•Traffic: 100,000
•Conversion rate: 5.0%
•Average order value: £23.85
•Total revenue: £119,250
10% price reduction
LIMITLESS (almost)
TESTING POSSIBILIES
Limitless testing possibilities
Split test apps
Split test emails
Split test social buttons
Split test live chat
Arriving from Facebook Arriving from Twitter
http://www.forbes.com/sites/jeffbercovici/2014/07/17/nailed-it-buzzfeed-cracks-the-pinterest-code/
Split testing social buttons
• Optimizely.com
• Unbounce.com
• VWO.com
Split testing tools
• Usabilityhub.com
• Usertesting.com
• Whatusersdo.com
User testing tools
• Keynote.com/solutions/testing/mobile-testing
• Developers.google.com/speed/pagespeed/insights
Mobile testing tools
Testing resources.
“One accurate measurement is worth a thousand expert
opinions”
US Navy Admiral, Grace Hopper
