Convert Smarter, Not Harder - A/B Split Testing

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If you could double the number of conversions you’re getting on your Joomla site without gaining any additional traffic, would you be interested? Split testing can mean the difference between a …

If you could double the number of conversions you’re getting on your Joomla site without gaining any additional traffic, would you be interested? Split testing can mean the difference between a website’s success and failure, yet why are so few website owners doing it?

Join me as we explore one of the most overlooked aspects of website design and internet marketing. We will dig deep in the methodology and strategies behind leveraging A/B split testing to skyrocket lead conversion, boost the user experience and take your website to the next level.

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  • 1. Saturday, February 23, 13
  • 2. #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 3. CONVERT SMARTER, NOT HARDER. #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 4. Split Testing in Joomla. #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 5. LUKE SUMMERFIELD @SavvyPanda #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 6. HUBSPOT INBOUND MARKETING CERT. GOOGLE ADWORDS/ANALYTICS CERT. HOOTSUITE CERT. #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 7. HUBSPOT INBOUND MARKETING CERT. GOOGLE ADWORDS/ANALYTICS CERT. HOOTSUITE CERT. #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 8. #JDNC13 @SAVVYPANDA SLIDESHA.RE/13B2GOU #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 9. The Bigger Picture What Is Split Testing? Setting Up Your Test Tools For Testing Interpret Results Steps for Action & Homework #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 10. #JDNC13 @SavvyPandaSaturday, February 23, 13 ?
  • 11. CRO PRICING LEAN & AGILE #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 12. CONVERSION RATE OPTIMIZATION CRO #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 13. ? GOAL OF INTERNET MARKETING? #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 14. ? GOAL OF #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 15. 2-WAYS TO INCREASE LEADS? #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 16. INCREASE TRAFFIC #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 17. INCREASE CONVERSIONS #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 18. #JDNC13 @SavvyPandaSaturday, February 23, 13 ?
  • 19. #JDNC13 @SavvyPanda via ebook: http://www.hubspot.com/an-introduction-to-ab-testing/Saturday, February 23, 13
  • 20. E-COMMERCE 20-25% HIGHER #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 21. LANDING PAGES. 30-40% HIGHER #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 22. #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 23. CRO PRICING LEAN & AGILE #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 24. OPTIMIZE YOUR PRICING #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 25. OPTIMIZE PRICING • Three tier pricing (current, bump, spike) • Free shipping • Bundle pricing #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 26. CRO PRICING LEAN & AGILE #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 27. LEAN & AGILE WEBSITE DESIGN #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 28. CREATE AN ? #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 29. HERE’S A SECRET... YOU CAN’T #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 30. HERE’S A SECRET... #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 31. CREATE AN MVP minimum viable product #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 32. MVP • Identify core features based on research & hypothesis • Develop a base product • Gain users Once your MVP is launched you can perform... #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 33. SPLIT TESTING ALLOWS FOR VALIDATED LEARNING #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 34. VALIDATED LEARNING • Make hypothesis • Perform scientific testing (split testing) • Collect data • One month sprints #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 35. PRESERVER OR PIVOT #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 36. PIVOT OR PRESERVER? • Was hypothesis confirmed • What worked, what didn’t • Deploy globally -or- • Pivot & refocus #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 37. FOR EXAMPLE #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 38. The Bigger Picture What Is Split Testing? Setting Up Your Test Tools For Testing Interpret Results Steps for Action & Homework #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 39. WHAT IS SPLIT TESTING? #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 40. A/B TESTING AND MULTIVARIATE #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 41. A/B TESTING • Two identical items • Testing only one variable Variation A • Champion vs Challenger Goal = find optimal variations Variation B #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 42. MULTIVARIATE •Test multiple variables simultaneously •Running multiple A/B tests at the same time •Must receive large traffic #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 43. PRO TIP! REMEMBER... SPLIT TEST UNTIL YOU HAVE ADVOCATES. #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 44. WHAT ITEMS CAN YOU TEST? #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 45. 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
  • 46. WHAT ELEMENTS CAN YOU TEST? #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 47. LANDING PAGE •Offers •Copy •Form Fields •Layout •Image •Long vs Short #JDNC13 @SavvyPanda via ebook: http://www.hubspot.com/an-introduction-to-ab-testing/Saturday, February 23, 13
  • 48. CALL TO ACTIONS •Placement •Size •Color •Copy •Image •Benefit #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 49. EMAIL •Format •Timing •Sender •Subject Lines •Offer •Target Group #JDNC13 @SavvyPanda via ebook: http://www.hubspot.com/an-introduction-to-ab-testing/Saturday, February 23, 13
  • 50. WILL IT HURT SEO? #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 51. DUPLICATE CONTENT? Matt Cutts: “nope.” Google’s Recommendations bit.ly/P0gCR1 goo.gl/r45Xj PRO TIPS Use Rel=Canonical or No-Index on the A/B variations If redirect, use a 302 (not 301) #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 52. The Bigger Picture What Is Split Testing? Setting Up Your Test Tools For Testing Interpret Results Steps for Action & Homework #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 53. KEY CONSIDERATIONS FOR A/B TESTING #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 54. 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
  • 55. TEST ONE VARIABLE AT A TIME • Prioritize what to test • Allows you to track variable #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 56. CHALLENGER VS CHAMPION • Pit them against each other • Better perform = Champion #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 57. CHALLENGER VS CHAMPION #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 58. TEST BOTH BIG AND SMALL #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 59. SMALL MAKES DIFFERENCE #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 60. TEST THE ENTIRE FUNNEL Customer Advocate #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 61. COLLECT ENOUGH DATA 95% confidence rating = Statistical Significance http://super.hubspot.com/calculator/ #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 62. The Bigger Picture What Is Split Testing? Setting Up Your Test Tools For Testing Interpret Results Steps for Action & Homework #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 63. JOOMLA 3RD PARTY #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 64. JOOMLA ! F REE J!CONVERT • For Website • Virtuemart Add in JS to site to make it work Video: http://www.convert.com/features/ #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 65. JOOMLA ! F REE J!CONVERT J!Convert - Plugin: Convert - Virtuemart Plugin: • Page Type - the view variable from the Joomla component in use on the page • Page Type - VirtueMart product view, category view, checkout, cart or purchase • Category ID - for Joomla com_content, the category id will be returned completion page • Category Name - for Joomla com_content, the category name will be returned • Category ID - VirtueMart category id number • Customer ID - Customer id number (when customer is logged in) • Category Name - VirtueMart category name • Custom Variable 1 - Joomla component name • Product SKU - VirtueMart product SKU • Custom Variable 2 - User group id (if logged in) • Product Name - VirtueMart product title • Custom Variable 3 - for Joomla com_content, the article id will be returned • Product Price - VirtueMart base product price • Custom Variable 4 - Joomla! Itemid number (menu id) • Customer ID - Customer id number (when customer is logged in) #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 66. JOOMLA OPTIMIZLEY VISUAL WEB OPTIMIZER http://youtu.be/0S0IrbwpfzE http://youtu.be/9pEU9MleWII By: Analytics for Joomla Makes easier to add JS into your website #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 67. JOOMLA PRESS9 A/B TESTER Easy JS Add in note: Joomla 1.5 Only :’-( #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 68. 3RD ! PARTY F REE GOOGLE WEB OPTIMIZER • Integrates with Adwords & Analytics • Gives you a JS code to insert in head of the page you’re testing #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 69. 3RD ! PARTY F REE GOOGLE WEB OPTIMIZER #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 70. The Bigger Picture What Is Split Testing? Setting Up Your Test Tools For Testing Interpret Results Steps for Action & Homework #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 71. EXAMINE RESULTS •What metrics were effected? •Did it match my hypothesis? •Were there any errors? Iterate & Do Again! #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 72. THERE IS NO BAD TEST. AS LONG AS YOUR LEARNING #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 73. WHAT IF YOU STILL HAVE BAD RESULTS? #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 74. LET’S IMPROVE THE CTA! #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 75. #JDNC @SavvyPanda #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 76. CRO IS ALL ABOUT INFLUENCING CONVERSION DECISION #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 77. http://www.slideshare.net/randfish/big-picture-cro #JDNC @SavvyPandaSaturday, February 23, 13
  • 78. #JDNC @SavvyPandaSaturday, February 23, 13
  • 79. IS IT THE RIGHT PRODUCT FOR THE RIGHT PEOPLE? #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 80. The Bigger Picture What Is Split Testing? Setting Up Your Test Tools For Testing Interpret Results Steps for Action & Homework #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 81. 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
  • 82. THANKS! #JDNC13 @SavvyPandaSaturday, February 23, 13
  • 83. QUESTIONS? LUKE SUMMERFIELD #JDNC13 @SAVVYPANDA SLIDESHA.RE/13B2GOU #JDNC @SavvyPandaSaturday, February 23, 13
  • 84. PHOTO CREDITS: 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/ #JDNC13 @SavvyPandaSaturday, February 23, 13