Convert Smarter, Not Harder - A/B Split Testing
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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
Saturday, February 23, 13
CROLEAN & AGILE
PRICING
#JDNC13 @SavvyPandaSaturday, February 23, 13
CONVERSION RATE OPTIMIZATION
CRO#JDNC13 @SavvyPanda
Saturday, February 23, 13
GOAL OF
INTERNETMARKETING?
#JDNC13 @SavvyPanda
?
Saturday, February 23, 13
GOAL OF
INTERNETMARKETING?
#JDNC13 @SavvyPanda
?
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2-WAYS TO
INCREASELEADS?
#JDNC13 @SavvyPandaSaturday, February 23, 13
INCREASETRAFFIC
#JDNC13 @SavvyPandaSaturday, February 23, 13
INCREASECONVERSIONS
#JDNC13 @SavvyPandaSaturday, February 23, 13
?#JDNC13 @SavvyPanda
Saturday, February 23, 13
via ebook: http://www.hubspot.com/an-introduction-to-ab-testing/#JDNC13 @SavvyPandaSaturday, February 23, 13
E-COMMERCE
20-25%HIGHER
#JDNC13 @SavvyPandaSaturday, February 23, 13
LANDING PAGES.
30-40%HIGHER
#JDNC13 @SavvyPandaSaturday, February 23, 13
#JDNC13 @SavvyPandaSaturday, February 23, 13
CROLEAN & AGILE
PRICING
#JDNC13 @SavvyPandaSaturday, February 23, 13
OPTIMIZE YOUR
PRICING
#JDNC13 @SavvyPandaSaturday, February 23, 13
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
#JDNC13 @SavvyPandaSaturday, February 23, 13
CREATE AN
?#JDNC13 @SavvyPanda
Saturday, February 23, 13
HERE’S A SECRET...
#JDNC13 @SavvyPanda
YOU CAN’T
Saturday, February 23, 13
HERE’S A SECRET...
#JDNC13 @SavvyPanda
YOU CAN’T
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CREATE AN
MVPminimum viable product
#JDNC13 @SavvyPandaSaturday, February 23, 13
MVP• Identify core features based on research & hypothesis
• Develop a base product• Gain users
#JDNC13 @SavvyPanda
Once your MVP is launched you can perform...
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SPLIT TESTING ALLOWS FOR
VALIDATEDLEARNING
#JDNC13 @SavvyPandaSaturday, February 23, 13
VALIDATEDLEARNING• Make hypothesis• Perform scientific testing (split testing)
• Collect data• One month sprints
#JDNC13 @SavvyPandaSaturday, February 23, 13
PRESERVER OR
PIVOT#JDNC13 @SavvyPanda
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PIVOT ORPRESERVER?• Was hypothesis confirmed• What worked, what didn’t
• Deploy globally-or-• Pivot & refocus
#JDNC13 @SavvyPandaSaturday, February 23, 13
FOR
EXAMPLE
#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
WHAT IS
SPLITTESTING?
#JDNC13 @SavvyPandaSaturday, February 23, 13
A/B TESTING
MULTIVARIATE
AND
#JDNC13 @SavvyPandaSaturday, February 23, 13
A/B TESTING• Two identical items• Testing only one variable• Champion vs Challenger
Goal = find optimal variations
Variation B
Variation A
#JDNC13 @SavvyPandaSaturday, February 23, 13
MULTIVARIATE•Test multiple variables simultaneously
•Running multiple A/B tests at the same time
•Must receive large traffic
#JDNC13 @SavvyPandaSaturday, February 23, 13
REMEMBER...
SPLIT TESTUNTIL YOU HAVE ADVOCATES.
PROTIP!
#JDNC13 @SavvyPandaSaturday, February 23, 13
WHAT
ITEMSCAN YOU TEST?
#JDNC13 @SavvyPandaSaturday, February 23, 13
EVERYTHING!•Call To Actions•Landing Pages•Emails•Layouts•Pricing•Promotional Offers
... AND THE LIST GOES ON... (but the kitchen sink)
#JDNC13 @SavvyPandaSaturday, February 23, 13
WHAT
ELEMENTSCAN YOU TEST?
#JDNC13 @SavvyPandaSaturday, February 23, 13
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
#JDNC13 @SavvyPandaSaturday, February 23, 13
•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
Saturday, February 23, 13
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
#JDNC13 @SavvyPandaSaturday, February 23, 13
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)
#JDNC13 @SavvyPandaSaturday, February 23, 13
TEST ONE VARIABLE AT
A TIME• Prioritize what to test• Allows you to track variable
#JDNC13 @SavvyPandaSaturday, February 23, 13
CHALLENGER VS CHAMPION
• Pit them against each other• Better perform = Champion
#JDNC13 @SavvyPandaSaturday, February 23, 13
CHALLENGER VS CHAMPION
#JDNC13 @SavvyPandaSaturday, February 23, 13
TEST BOTH BIG AND SMALL
#JDNC13 @SavvyPandaSaturday, February 23, 13
SMALL MAKES DIFFERENCE
#JDNC13 @SavvyPandaSaturday, February 23, 13
TEST THE ENTIRE FUNNEL
Customer
Advocate
#JDNC13 @SavvyPandaSaturday, February 23, 13
COLLECT ENOUGH
DATA 95% confidence rating
=Statistical Significance
http://super.hubspot.com/calculator/
#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
JOOMLA
3RD PARTY
#JDNC13 @SavvyPandaSaturday, February 23, 13
JOOMLA
J!CONVERT
#JDNC13 @SavvyPanda
• For Website• Virtuemart
FREE!
http://www.convert.com/features/
Add in JS to siteto make it work
Video:
Saturday, February 23, 13
JOOMLA
J!CONVERT
#JDNC13 @SavvyPanda
• 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!
Saturday, February 23, 13
JOOMLA
VISUAL WEB OPTIMIZER
#JDNC13 @SavvyPanda
By: Analytics for JoomlaMakes easier to add JS into your website
http://youtu.be/9pEU9MleWIIhttp://youtu.be/0S0IrbwpfzE
OPTIMIZLEY
Saturday, February 23, 13
JOOMLA
PRESS9 A/B TESTER
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Easy JS Add innote: Joomla 1.5 Only :’-(
Saturday, February 23, 13
3RDPARTY
GOOGLE WEBOPTIMIZER
#JDNC13 @SavvyPanda
• 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?
#JDNC13 @SavvyPanda
Iterate & Do Again!
Saturday, February 23, 13
THERE IS NO BAD TEST. AS LONG AS YOUR
LEARNING
#JDNC13 @SavvyPandaSaturday, February 23, 13
WHAT IF YOU STILL HAVE
BADRESULTS?
#JDNC13 @SavvyPandaSaturday, February 23, 13
LET’SIMPROVETHE CTA!
#JDNC13 @SavvyPandaSaturday, February 23, 13
#JDNC @SavvyPanda#JDNC13 @SavvyPandaSaturday, February 23, 13
CRO IS ALL ABOUT INFLUENCING
CONVERSIONDECISION
#JDNC13 @SavvyPandaSaturday, February 23, 13
#JDNC @SavvyPanda http://www.slideshare.net/randfish/big-picture-cro
Saturday, February 23, 13
#JDNC @SavvyPandaSaturday, February 23, 13
IS IT THE RIGHT PRODUCT FOR THE RIGHT PEOPLE?
#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
ACTION STEPS
1. DO MORE RESEARCH!SavvyPanda.com/BLOG
2. Perform your first test!
3. Ask Questions: SavvyPanda.com/ASK
#JDNC13 @SavvyPandaSaturday, February 23, 13
THANKS!
#JDNC13 @SavvyPandaSaturday, February 23, 13
QUESTIONS?LUKE SUMMERFIELD
#JDNC13@SAVVYPANDA
SLIDESHA.RE/13B2GOU
#JDNC @SavvyPandaSaturday, February 23, 13
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:
#JDNC13 @SavvyPandaSaturday, February 23, 13