Testing Beyond The Button Color - The Definitive Guide to A/B Testing
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Transcript of Testing Beyond The Button Color - The Definitive Guide to A/B Testing
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TESTING BEYOND THE BUTTON COLOR
The definitive guide to A/B testing
Ron Schneidermannhttps://angel.co/ron-schneidermann
https://www.linkedin.com/in/schneidermann
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The Easy StuffPart 1
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What is A/B testing?
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A/B testing (also known as split testing or bucket testing) is a method of
comparing two versions of a webpage or app against each other to determine
which one performs better.
optimizely.com/ab-testing/
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Alright, that’s easy enough.
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But tell me again why I care about this?
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But the real secret…
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Data > ego
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Ego in a startup???
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The truth is you don’t know shit.
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And I don’t know shit.
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But your users know what’s up
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Three Pre Testing Questions
Part 2
c/o http://www.coelevate.com/essays/5-steps-to-choose-your-customer-acquisition-channel
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Question #1:Are we at the right phase in our
lifecycle for testing?
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Question #2:What are we optimizing for?
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Different phases of your company lifecycle call for optimizing different things:
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Different phases of your company lifecycle call for optimizing different things:
Learning
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Different phases of your company lifecycle call for optimizing different things:
LearningProduct channel fit?
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Different phases of your company lifecycle call for optimizing different things:
LearningProduct channel fit?Audience segmentation?
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Different phases of your company lifecycle call for optimizing different things:
LearningProduct channel fit?Audience segmentation?Engagement?
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Different phases of your company lifecycle call for optimizing different things:
LearningProduct channel fit?Audience segmentation?Engagement?
Monetization?
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Different phases of your company lifecycle call for optimizing different things:
LearningProduct channel fit?Audience segmentation?Engagement?
Monetization?Conversion rate?
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Different phases of your company lifecycle call for optimizing different things:
LearningProduct channel fit?Audience segmentation?Engagement?
Monetization?Conversion rate?Messaging?
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Different phases of your company lifecycle call for optimizing different things:
Learning
Volume
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Different phases of your company lifecycle call for optimizing different things:
Learning
VolumeHow far can I crank the dial on a given channel?
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Different phases of your company lifecycle call for optimizing different things:
Learning
Volume
Profitability
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Different phases of your company lifecycle call for optimizing different things:
Learning
Volume
ProfitabilityCan I drive down CPAs, reduce churn, increase AOV?
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Question #3:What are our constraints?
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Time
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Money
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Target Audience
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Legal
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Part 3
How to Find Good Test
Hypotheses
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Analytics
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User testingWhat you think your users do
What your usersactually do
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Heat Map Tracking
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Qualitative Feedback
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Competitor Research
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Ideas to TestPart 4
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1. Landing page ideas to test:
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Messaging
1. Landing page ideas to test:
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Messaging
Form fields
1. Landing page ideas to test:
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Messaging
Layout (long scroll vs. short, # of columns)
Form fields
1. Landing page ideas to test:
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Messaging
Layout (long scroll vs. short, # of columns)Plan background vs. rich imagery
Form fields
1. Landing page ideas to test:
![Page 46: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/46.jpg)
Messaging
Layout (long scroll vs. short, # of columns)Plan background vs. rich imagery# of CTAs
Form fields
1. Landing page ideas to test:
![Page 47: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/47.jpg)
Messaging
Layout (long scroll vs. short, # of columns)Plan background vs. rich imagery# of CTAs
CTA copy
Form fields
1. Landing page ideas to test:
![Page 48: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/48.jpg)
Messaging
Layout (long scroll vs. short, # of columns)Plan background vs. rich imagery# of CTAs
CTA copy
Form fields
Social proof (testimonials/endorsements/as-seen-in)
1. Landing page ideas to test:
![Page 49: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/49.jpg)
Messaging
Layout (long scroll vs. short, # of columns)Plan background vs. rich imagery# of CTAs
CTA copy
Video vs. none
Form fields
Social proof (testimonials/endorsements/as-seen-in)
1. Landing page ideas to test:
![Page 50: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/50.jpg)
Messaging
Layout (long scroll vs. short, # of columns)Plan background vs. rich imagery# of CTAs
CTA copy
Access to site wide navigation vs. locked down navigation
Video vs. none
Form fields
Social proof (testimonials/endorsements/as-seen-in)
1. Landing page ideas to test:
![Page 51: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/51.jpg)
II. Home page ideas to test:
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Messaging
II. Home page ideas to test:
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Messaging
Imagery
II. Home page ideas to test:
![Page 54: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/54.jpg)
Messaging
Layout (long scroll vs. short, # of columns)
Imagery
II. Home page ideas to test:
![Page 55: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/55.jpg)
Messaging
Layout (long scroll vs. short, # of columns)Primary navigation (search vs. browse)
Imagery
II. Home page ideas to test:
![Page 56: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/56.jpg)
Messaging
Layout (long scroll vs. short, # of columns)Primary navigation (search vs. browse)# of CTAs
Imagery
II. Home page ideas to test:
![Page 57: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/57.jpg)
Messaging
Layout (long scroll vs. short, # of columns)Primary navigation (search vs. browse)# of CTAs
CTA copy
Imagery
II. Home page ideas to test:
![Page 58: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/58.jpg)
Messaging
Layout (long scroll vs. short, # of columns)Primary navigation (search vs. browse)# of CTAs
CTA copy
Social proof (testimonials/endorsements/as-seen-in)
Imagery
II. Home page ideas to test:
![Page 59: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/59.jpg)
Messaging
Layout (long scroll vs. short, # of columns)Primary navigation (search vs. browse)# of CTAs
CTA copy
Testimonials/endorsements/as-seen-inVideo vs. none
Imagery
II. Home page ideas to test:
![Page 60: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/60.jpg)
III. Checkout flow ideas to test:
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Form fields and required steps
III. Checkout flow ideas to test:
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Form fields and required steps
Fewer long pages vs. more short pages
III. Checkout flow ideas to test:
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Form fields and required steps
Access to site wide navigation vs. locked down navigation
Fewer long pages vs. more short pages
III. Checkout flow ideas to test:
![Page 64: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/64.jpg)
Form fields and required steps
Access to site wide navigation vs. locked down navigationBreadcrumbs
Fewer long pages vs. more short pages
III. Checkout flow ideas to test:
![Page 65: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/65.jpg)
Form fields and required steps
Access to site wide navigation vs. locked down navigationBreadcrumbs
Cross-selling of other products
Fewer long pages vs. more short pages
III. Checkout flow ideas to test:
![Page 66: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/66.jpg)
Form fields and required steps
Access to site wide navigation vs. locked down navigationBreadcrumbs
Cross-selling of other products
Phone number/live chat for assisted bookings vs. self serve
Fewer long pages vs. more short pages
III. Checkout flow ideas to test:
![Page 67: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/67.jpg)
Form fields and required steps
Access to site wide navigation vs. locked down navigationBreadcrumbs
Cross-selling of other products
Phone number/live chat for assisted bookings vs. self servePost-conversion marketing
Fewer long pages vs. more short pages
III. Checkout flow ideas to test:
![Page 68: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/68.jpg)
IV. Product/pricing ideas to test:
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Free trial
IV. Product/pricing ideas to test:
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Free trial
Money back guarantee
IV. Product/pricing ideas to test:
![Page 71: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/71.jpg)
Free trial
Money back guarantee
Annual subscription vs. monthly
IV. Product/pricing ideas to test:
![Page 72: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/72.jpg)
V. Email ideas to test:
![Page 73: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/73.jpg)
Subject line
V. Email ideas to test:
![Page 74: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/74.jpg)
Subject line
Content (short vs. long, imagery vs. plain text, etc.)
V. Email ideas to test:
![Page 75: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/75.jpg)
Subject line
# of CTAs
Content (short vs. long, imagery vs. plain text, etc.)
V. Email ideas to test:
![Page 76: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/76.jpg)
Subject line
# of CTAs
From name
Content (short vs. long, imagery vs. plain text, etc.)
V. Email ideas to test:
![Page 77: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/77.jpg)
Subject line
# of CTAs
From name
Send time
Content (short vs. long, imagery vs. plain text, etc.)
V. Email ideas to test:
![Page 78: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/78.jpg)
Subject line
# of CTAs
From name
Send time
Cart abandonment
Content (short vs. long, imagery vs. plain text, etc.)
V. Email ideas to test:
![Page 79: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/79.jpg)
Subject line
# of CTAs
From name
Send time
Cart abandonment
Content (short vs. long, imagery vs. plain text, etc.)
Post purchase offer
V. Email ideas to test:
![Page 80: Testing Beyond The Button Color - The Definitive Guide to A/B Testing](https://reader036.fdocuments.in/reader036/viewer/2022062523/58ef706e1a28aba0568b4595/html5/thumbnails/80.jpg)
How to Set Up Your Tests
Part 5
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Pick a platform that works for you
https://conversionxl.com/conversion-optimization-tools/
http://mashable.com/2015/01/30/ab-testing-tools/
http://conversionsciences.com/blog/ab-testing-tools/
http://www.conversion-rate-experts.com/split-testing-software/
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Generate Hypotheses
Prioritize
Create Variations
Run Experiment
Analyze Results
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Watch out for the gotchas!
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Watch out for the gotchas!Don’t test too many variations concurrently!
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Watch out for the gotchas!Don’t test too many variations concurrently!Don’t end your test too early!
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Watch out for the gotchas!Don’t test too many variations concurrently!
Don’t ignore external factors!
Don’t end your test too early!
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Watch out for the gotchas!Don’t test too many variations concurrently!
Don’t ignore external factors!
Don’t give up after the first test!
Don’t end your test too early!
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Additional Reading
Appendix
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http://www.coelevate.com/essays/5-steps-to-choose-your-customer-acquisition-channelhttp://www.coelevate.com/essays/traction-vs-growthhttp://www.coelevate.com/essays/customer-acquisition
https://conversionxl.com/12-ab-split-testing-mistakes-i-see-businesses-make-all-the-time/https://conversionxl.com/ab-testing-guide/
http://www.conversion-rate-experts.com/understanding-your-visitors/http://www.conversion-rate-experts.com/website-usability/
https://moz.com/blog/most-entertaining-guide-to-landing-page-optimization
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ANY QUESTION
S?
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GOOD LUCK!
Ron Schneidermannhttps://angel.co/ron-schneidermann
https://www.linkedin.com/in/schneidermann