the value of site testing
DESCRIPTION
The 3 key things this preso covers: * The revenue impact of site testing * The ease of implementation * What to testTRANSCRIPT
Presented by
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Always be testingAlex SpezialiPerformance Consultant Google Australia
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How good is your gut?
Revenue per visitor
+6.3%
Source: WhichTestWon.com
vs
Version A Version B
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Marketers spend $92 to acquire traffic and
$1 to optimise it
Source: Adobe 2012 Digital Marketing Optimisation Survey
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Visitors spend an average of 8 seconds before deciding whether or not to remain on
a website
Source: MarketingSherpa, Landing Page Handbook, 2005
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Test variations of the same page
Customers Visit your Website
1/3 visitors
1/3 visitors
1/3 visitors
14% Make Purchase
20% Make Purchase
2% Make Purchase
Customers Convert
Original
Combo 1
Combo 2
What is site testing?
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7
HiPPO:Highest Paid Persons Opinion
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Look at the bottom line
Before Site Testing After Site Testing
It’s easier to double revenue by doubling conversion rates than by trying to double traffic
People who arrive on your site = 10,000People who convert (2%) = 200Gross profit per sale = $50
Total Return = $10,000
People who arrive on your site = 10,000People who convert (4%) = 400Gross profit per sale = $50
Total Return = $20,000
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Introducing Google Analytics Content Experiments
www.easyjet.co.uk/1
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Introducing Google Analytics Content Experiments
Set up Experiments Easily Free! Fully integrated into GA Use GA goal conversions Only one tag per experiment
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Pick a good test page
• Start with the end in mind
• Does the page have a clear goal eg landing pages
• Does it have substantial traffic
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What should you test?
Source: Joshua Porter, Hubspot
MOTIVATION
FRICTION
Converted
Consider the main barriers to conversion
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What should you test?
images, offers, USPs, page copy (headlines, buttons), social proof
INCREASE DESIRE - PERSUASION
REDUCE EFFORT- EFFICIENCYpage layout, navigation, clear call to action, speed
Focus on site elements that build persuasion and efficiency
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Need inspiration?
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Start small, start now
• 20 minutes to set up
• 1 week to collect data
• 87.5% lift in clickthroughs
Source: WhichTestWon.com
vs
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Taking your site revenue to new heights
Time
Con
vers
ion
Rat
e
Your currentconversion rate
Sales without testing
12% increase
9% increase
13% increase
19% increase
SalesAfter Testing
64% increase
Small improvements, taken together, yield huge results
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questions and comments to
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