Increase Sales and Conversions with A/B Testing on Your Drupal Website

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Not sure what works? Test it! You've heard it time and time again. Stop the internal debate on what message better resonates with your audience, let your audience tell you. With multivariate testing …

Not sure what works? Test it! You've heard it time and time again. Stop the internal debate on what message better resonates with your audience, let your audience tell you. With multivariate testing you can hone in on exactly what best resonates with your audience. And with tools from Wingify, it's dead simple to optimize your Drupal website conversions. Learn how Fortune 500 companies and SMBs utilize A/B and multivariate testing to increase their sales and conversions.

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  • 1. Increase Sales and Conversions with A/B TestingParas Chopra Bryan HouseFounder, Wingify VP Marketing, Acquia@paraschopra @bryanhouse
  • 2. Upcoming Webinars!  Thursday June 30th 1pm ET / 5pm UTC – Building Communities with Commons!  Wednesday July 13th 1pm ET / 5pm UTC -  Drupal and Microsoft Dynamics CRM Integration!  Thursday July 28th 1pm ET / 5pm UTC -  The Value of Building an Online Community Register Today - http://acquia.com/webinars © 2011 Acquia, Inc. All rights reserved.
  • 3. Upcoming Training Events – June & July 2011 http://training.acquia.com/eventsJune 24th, 25th – Seattle WA Courses include:June 25th – Cambridge MA !   Drupal in a DayJune 29th – Minneapolis MN !   Site Building with DrupalJune 28-29th – Victoria BC !   Drupal Module DevelopmentJune 29th – London ON !   Drupal ThemingJune 29th – Tel Aviv Israel !   The Views & CCK ModulesJune 29th – Geneve Switzerland !   Panels for Site BuildersJuly 4th, 5th – London England !   Development Best PracticesJuly 5-8th – Paris FranceJuly 5th, 6th – Dallas TXJuly 11-12 – Corvallis, OR Register for Drupal Training in your area © 2011 Acquia, Inc. All rights reserved.
  • 4. A broad array of Software + Servicesto create and maintainkiller web experiences built on Drupal © 2011 Acquia, Inc. All rights reserved.
  • 5. Answers you Need Tools you can Use Support!   Access to knowledge, !   Extend and manage when you need it tips & tricks, how-tos your Drupal site. !   24x7 ticket-based!   500 + articles !   Site health and support!   130 + videos performance !   Active advice & help !   Acquia Search forums!   50 + podcasts and webinars !   Mobify !   Remote consulting included !   Mollom !   New Relic !   Visual Website Optimizer © 2011 Acquia, Inc. All rights reserved.
  • 6. A/B  tes(ng  on  Drupal  How  to  increase  your  sales  and   conversions  
  • 7. Tradi(onal  web  design   Step  1  
  • 8. Google  Analy(cs:  my  first  love   Step  2   Step  3  Happiness  :)  
  • 9. Sorry,  that’s  not  okay!   You  are  leaving  money  on  the  table!  
  • 10. What  if  I  told  you?  •  Changing  link  color   increased  conversions  by   53%  •  Adding  leM  menu   naviga(on  bar  increased   cart  addi(ons  by  34%  •  Removing  signup  form   increased  signups  by  60%  Note:  all  are  REAL  case  studies!  
  • 11. Your  website  is  not  op(mal   So,  what  do  you  do?  
  • 12. A/B  Tes/ng  to  the  rescue  
  • 13. What  is  A/B  tes(ng?   A   B  Remember  your  high  school  science  project?  
  • 14. On  the  web,  what  is  A/B  tes(ng?  
  • 15. In  simple  words,  A/B  tes(ng  is:  •  Step  1:  change  something  on  your  landing  page   to  create  a  varia(on  •  Step  2:  define  goals  to  be  measured  •  Step  3:  split  traffic  between  original  and  varia(on   page  •  Step  4:  measure  if  varia(on  page  is  conver(ng   than  the  original  (note  sta(s(cal  confidence)  
  • 16. Let’s  play  a  guessing  game   Real  life  A/B  tes(ng  case  studies  
  • 17. Which  version  had  10%  higher   conversions?   A   B  
  • 18. Which  version  had  85%  more   downloads?   A   B  
  • 19. Which  version  doubled  conversions?   A   B  
  • 20. What  to  A/B  test?  
  • 21. Test  Headlines  •  Have  a  headline  •  Have  a  concrete  headline  •  Headline  should  be  the  first  thing  a  visitor   looks  at  
  • 22. Test  Bu[ons  •  Don’t  have  too  many  call  to  ac(on  bu[ons  •  Have  an  ac(onable  call  to  ac(on  bu[on  •  Have  a  big,  prominent,  visible  call  to  ac(on  
  • 23. Include  Social  Proof  •  Tes(monials  •  Case  Studies  •  Logos  of  Customers  •  Sta(s(cs,  Pageviews,  etc.  
  • 24. Visual  Website  Op(mizer   World’s  easiest  A/B  tes(ng  tool  
  • 25. Used  by  thousands  of  businesses  
  • 26. “WOW”  features  •  Visually  create  varia(ons  (knowledge  of  HTML,   JavaScript  not  required)  •  One  (me  integra(on.  No  dependence  on  IT   department  •  Heatmaps,  behavioral  targe(ng,  revenue   tracking,  Google  Analy(cs  integra(on  
  • 27. Live  Demo  Free  subscrip.on  for  starter  plan  available  for  Acquia  members  
  • 28. Image  Credits  •  Slide  2:   h[p://theoatmeal.com/img/comics/design_hell/9.jpg  •  h[p://www.schoonzie.com/files/GoogleAnaly(cs-­‐ GraphByMonth.jpg  •  h[p://www.marshu.com/ar(cles/images-­‐website/ar(cles/ presidents-­‐on-­‐us-­‐paper-­‐money/one-­‐hundred-­‐100-­‐dollar-­‐ bill.jpg  •  h[p://degoodstuff.com/images/uploads/logos/superman %20logo.jpg  •  Slide  5:   h[p://bioprotec(on.org.nz/system/files/images/CoRE-­‐ Theme-­‐Pic-­‐-­‐-­‐mini-­‐galls.jpg  •  Slide  3:  Self  
  • 29. Thank  You!  paras@wingify.com  
  • 30. !  Do you love working with Drupal?!  If so, Acquia is hiring in North America & Europe: – Engineering & design – Client advisors and consulting – Inside sales Check out openings at http://acquia.com/careers © 2011 Acquia, Inc. All rights reserved.
  • 31. Questions!   For more information, visit: –  http://acquia.com –  http://twitter.com/acquia –  http://acquia.com/facebook!   Contact us: Recording of today’s event and slides will be posted at: –  sales@acquia.com http://acquia.com/resources/ –  888.9.ACQUIA recorded_webinars!   Get $50 off an Acquia Network Basic subscription –  Coupon code: ANWebinar50!   Sign up for a free 30-day Acquia Network Trial –  http://acquia.com/trial © 2011 Acquia, Inc. All rights reserved.