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.

1. Saturday, February 23, 13

2. #JDNC13 @SavvyPanda
Saturday, February 23, 13

3. CONVERT SMARTER,
NOT HARDER.
#JDNC13 @SavvyPanda
Saturday, February 23, 13

4. Split Testing in Joomla.
#JDNC13 @SavvyPanda
Saturday, February 23, 13

5. LUKE SUMMERFIELD
@SavvyPanda
#JDNC13 @SavvyPanda
Saturday, February 23, 13

6. HUBSPOT INBOUND MARKETING CERT.
GOOGLE ADWORDS/ANALYTICS CERT.
HOOTSUITE CERT.
#JDNC13 @SavvyPanda
Saturday, February 23, 13

7. HUBSPOT INBOUND MARKETING CERT.
GOOGLE ADWORDS/ANALYTICS CERT.
HOOTSUITE CERT.
#JDNC13 @SavvyPanda
Saturday, February 23, 13

8. #JDNC13
@SAVVYPANDA
SLIDESHA.RE/13B2GOU
#JDNC13 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, February 23, 13

10. #JDNC13 @SavvyPanda
Saturday, February 23, 13
?

11. CRO PRICING
LEAN &
AGILE
#JDNC13 @SavvyPanda
Saturday, February 23, 13

12. CONVERSION RATE OPTIMIZATION
CRO
#JDNC13 @SavvyPanda
Saturday, February 23, 13

13. ?
GOAL OF
INTERNET
MARKETING?
#JDNC13 @SavvyPanda
Saturday, February 23, 13

14. ?
GOAL OF
#JDNC13 @SavvyPanda
Saturday, February 23, 13

15. 2-WAYS TO
INCREASE
LEADS?
#JDNC13 @SavvyPanda
Saturday, February 23, 13

16. INCREASE
TRAFFIC
#JDNC13 @SavvyPanda
Saturday, February 23, 13

17. INCREASE
CONVERSIONS
#JDNC13 @SavvyPanda
Saturday, February 23, 13

18. #JDNC13 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, February 23, 13

21. LANDING PAGES.
30-40%
HIGHER
#JDNC13 @SavvyPanda
Saturday, February 23, 13

22. #JDNC13 @SavvyPanda
Saturday, February 23, 13

23. CRO PRICING
LEAN &
AGILE
#JDNC13 @SavvyPanda
Saturday, February 23, 13

24. OPTIMIZE YOUR
PRICING
#JDNC13 @SavvyPanda
Saturday, February 23, 13

25. OPTIMIZE
PRICING
• Three tier pricing
(current, bump, spike)
• Free shipping
• Bundle pricing
#JDNC13 @SavvyPanda
Saturday, February 23, 13

26. CRO PRICING
LEAN &
AGILE
#JDNC13 @SavvyPanda
Saturday, February 23, 13

27. LEAN &
AGILE WEBSITE DESIGN
#JDNC13 @SavvyPanda
Saturday, February 23, 13

28. CREATE AN
?
#JDNC13 @SavvyPanda
Saturday, February 23, 13

29. HERE’S A SECRET...
YOU CAN’T
#JDNC13 @SavvyPanda
Saturday, February 23, 13

30. HERE’S A SECRET...
#JDNC13 @SavvyPanda
Saturday, February 23, 13

31. CREATE AN
MVP
minimum viable product
#JDNC13 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, February 23, 13

33. SPLIT TESTING ALLOWS FOR
VALIDATED
LEARNING
#JDNC13 @SavvyPanda
Saturday, February 23, 13

34. VALIDATED
LEARNING
• Make hypothesis
• Perform scientific testing
(split testing)
• Collect data
• One month sprints
#JDNC13 @SavvyPanda
Saturday, February 23, 13

35. PRESERVER OR
PIVOT
#JDNC13 @SavvyPanda
Saturday, February 23, 13

36. PIVOT OR
PRESERVER?
• Was hypothesis confirmed
• What worked, what didn’t
• Deploy globally
-or-
• Pivot & refocus
#JDNC13 @SavvyPanda
Saturday, February 23, 13

37. FOR
EXAMPLE
#JDNC13 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, February 23, 13

39. WHAT IS
SPLIT
TESTING?
#JDNC13 @SavvyPanda
Saturday, February 23, 13

40. A/B TESTING
AND
MULTIVARIATE
#JDNC13 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, February 23, 13

42. MULTIVARIATE
•Test multiple variables
simultaneously
•Running multiple A/B tests at
the same time
•Must receive large traffic
#JDNC13 @SavvyPanda
Saturday, February 23, 13

43. PRO
TIP!
REMEMBER...
SPLIT TEST
UNTIL YOU HAVE ADVOCATES.
#JDNC13 @SavvyPanda
Saturday, February 23, 13

44. WHAT
ITEMS
CAN YOU TEST?
#JDNC13 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, February 23, 13

46. WHAT
ELEMENTS CAN YOU TEST?
#JDNC13 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, February 23, 13

53. KEY CONSIDERATIONS FOR
A/B TESTING
#JDNC13 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, February 23, 13

55. TEST ONE
VARIABLE AT
A TIME
• Prioritize what to test
• Allows you to track variable
#JDNC13 @SavvyPanda
Saturday, February 23, 13

56. CHALLENGER VS
CHAMPION
• Pit them against each other
• Better perform = Champion
#JDNC13 @SavvyPanda
Saturday, February 23, 13

57. CHALLENGER VS CHAMPION
#JDNC13 @SavvyPanda
Saturday, February 23, 13

58. TEST BOTH
BIG AND
SMALL
#JDNC13 @SavvyPanda
Saturday, February 23, 13

59. SMALL MAKES DIFFERENCE
#JDNC13 @SavvyPanda
Saturday, February 23, 13

60. TEST THE
ENTIRE
FUNNEL
Customer
Advocate
#JDNC13 @SavvyPanda
Saturday, February 23, 13

61. COLLECT
ENOUGH
DATA
95% confidence rating
=
Statistical Significance
http://super.hubspot.com/calculator/
#JDNC13 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, February 23, 13

63. JOOMLA
3RD PARTY
#JDNC13 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, February 23, 13

67. JOOMLA
PRESS9 A/B
TESTER
Easy JS Add in
note: Joomla 1.5 Only :’-(
#JDNC13 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, February 23, 13

69. 3RD
!
PARTY F REE
GOOGLE WEB OPTIMIZER
#JDNC13 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, February 23, 13

71. EXAMINE
RESULTS
•What metrics were effected?
•Did it match my hypothesis?
•Were there any errors?
Iterate & Do Again!
#JDNC13 @SavvyPanda
Saturday, February 23, 13

72. THERE IS NO BAD TEST. AS LONG AS YOUR
LEARNING
#JDNC13 @SavvyPanda
Saturday, February 23, 13

73. WHAT IF YOU STILL HAVE
BAD
RESULTS?
#JDNC13 @SavvyPanda
Saturday, February 23, 13

74. LET’S
IMPROVE
THE CTA!
#JDNC13 @SavvyPanda
Saturday, February 23, 13

75. #JDNC @SavvyPanda
#JDNC13 @SavvyPanda
Saturday, February 23, 13

76. CRO IS ALL ABOUT
INFLUENCING
CONVERSION
DECISION
#JDNC13 @SavvyPanda
Saturday, February 23, 13

77. http://www.slideshare.net/randfish/big-picture-cro
#JDNC @SavvyPanda
Saturday, February 23, 13

78. #JDNC @SavvyPanda
Saturday, February 23, 13

79. IS IT THE RIGHT PRODUCT
FOR THE RIGHT PEOPLE?
#JDNC13 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, February 23, 13

82. THANKS!
#JDNC13 @SavvyPanda
Saturday, February 23, 13

83. QUESTIONS?
LUKE SUMMERFIELD
#JDNC13
@SAVVYPANDA
SLIDESHA.RE/13B2GOU
#JDNC @SavvyPanda
Saturday, 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 @SavvyPanda
Saturday, February 23, 13