Visual Website Optimizer

Paras ChopraCEO & Founder

How to graduate from tactical A/B testing

to research-backed conversion optimization process

No, that red button probablywon’t work on your landing pages

20% INCREASE IN CLICKS

PRESS THE BUTTON

Typical ineffective A/B testing process

Read an A/B testing case study

Get struck by lightening

A/B test a random page

Get lucky orget disappointed

Wait for an inspiration

Hey, Google tests 41 shades of blue!

We ought totest our colors

One quarter, Zero A/B testsLife is (not) good

Maybe colors on our homepage suck

Oh gosh! A/B testing is a big waste of time. Or, I knew this would work!

Why tactical A/B testing doesn’t produce consistent gains

Because you are special

Businesses are different

Consumers are different

Your users may not be having the same problems as others

Random ideas produce random resultsYou cannot blindly A/B test best practices

and expect to produce great results

How to go about doing A/B testing the right way?

Adopt The Scientific Processof Conversion Optimization

Research thy users! Map user flow, use web analytics

and open ended user surveys

1

Form hypotheses and list potential problems

(is it a content problem or design problem?)

2

Prioritize which problems to solve first through estimated ROI

3

Be creative! Generate improvement ideas

4

Finally, A/B Test!

5

Rinse and repeat, every week

6

The UX optimization process

Research Users

Conduct experiments

Form hypothesis and list problems

PrioritizeProblems

Deliver personalized experiences

Measure and benchmark metrics

Practical Example of UX Optimization Process

Eating our own dog food – how we do it at Visual Website Optimizer

Researching UsersOpen Ended Questions

Researching UsersUser Flow Analysis

Hypothesis and PrioritizationPriority = Expected impact on primary metrics * Traffic Exposed

Generating IdeasTap into your team!

Generating IdeasCase Studies and Best Practices

A/B Test

A/B Testing Calendar

Make A/B testing into a process

Have weekly meetings to review existing experiments and plan new ones

Make someone responsible for running A/B tests regularly

Don’t jump into random A/B testing, invest time in conducting proper research

Visual Website Optimizer

Paras ChopraCEO & Founder@paraschopra

vwo.com world’s easiest A/B testing tool