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How we got an average lift of 33% across 11 headline A/B tests
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How we got an average lift of 33% across 11 headline A/B tests

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Do you know how rare a win rate of 9 in 11 is? It's like the spotted unicorn. Check out this PPT, presented as a live headline workshop + webinar... and see a great example of 1 of the 9 winning …

Do you know how rare a win rate of 9 in 11 is? It's like the spotted unicorn. Check out this PPT, presented as a live headline workshop + webinar... and see a great example of 1 of the 9 winning tests. Plus, check out the scorecard that helped us PREDICT headline A/B test winners.

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  • Ask people to vote: enter C 1 2 or 3Testing Platform Optimizely% Traffic Included In Test 100% Primary Success Metrics (1) Visits to the sign-up page (2) Visits to the pricing page Test Duration 13 days
  • Test Results (1) Variation 3 produced 14.2% lift (2) Variation 3 produced 71.5% lift Confidence (1) 95.1%, with winner declared and sufficient conversions (2) 99.8%, with winner declared and sufficient conversions Why was it the winner? - In spite of strong biz belief that developers need to be spoken to in a certain way, we actually saw that the more benefits-focused, jargon-free variation won… against not 1 but 2 goals. It produced a fully confident lift of 14.2% and 71.5%
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  • Transcript

    • 1. How We Got an Average Lift of 33%Across 11 “Value Prop” HeadlineTestsJoannaLance
    • 2. First, We’ll Test You• Which test won?
    • 3. INSERT TEST CREATIVE HERE
    • 4. WINNER!
    • 5. Why value prop tests?
    • 6. Live headline workshopping(with value prop focus)
    • 7. Workshop Steps – THEY ALLINVOLVE YOU1. We’ll bring up the home page2. Let’s give some quick CRO-focusedfeedback… and try to determine market3. Let’s return to the slides to:I. Scorecard the original headline + subheadII. Review our “whipped up” value props
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    • 9. Inkdit.com: TREATMENTThe 100% Legal Wayto Sign Forms OnlineGo paperless! Put an end to thetime-wasting process of printing,signing & scanning your paperwork.0Businesses heavyon paperwork• Main product• Home pageThe 100% Legal Way to Sign Forms OnlineGo paperless! Put an end to the time-wasting process of printing, signing &scanning your paperwork.
    • 10. GetClef.comStop using passwords.Clef is a mobile app that replacesusernames and passwords with yoursmartphone.28Tech-savvyconsumers withsmartphones• Main product• Home pageStop using passwords.Clef is a mobile app that replaces usernames and passwords with yoursmartphone.
    • 11. GetClef.comNever Struggle toRemember a PasswordAgainWith your smartphone and ourmilitary-grade cryptology, you’ll beable to sign in to any website securely.Without your username or password.0Tech-savvyconsumers withsmartphones• Main product• Home pageNever Struggle to Remember a Password AgainWith your smartphone and our military-grade cryptology, you’ll be able tosign in to any website securely. Without your username or password.
    • 12. CleanAvenue.netTHE CLEANING SERVICEYOU TRUSTWITH THE PRIVACY OFYOUR HOMEDo less of what you don’t like,and more of what you love.22Upper middle-classfamilies in Florida• Main service• Home pageTHE CLEANING SERVICE YOU TRUSTWITH THE PRIVACY OF YOUR HOMEDo less of what you don’t like, and more of what you love.
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    • 14. Aaron B.Should every page of a site have a USP and aheadline to reflect that?
    • 15. Josh R.How can you utilize headlines on retail sitesaway from the home page, for example productor category pages?
    • 16. Matt K.My main questions for the webinar play off each other:1) When do I anchor off of something that peoplealready know and then differentiate from that productcategory?2) When am I not supposed to mention the productcategory that Im trying to differentiate from andinstead just describe my product service?
    • 17. Lisa R.What are some best practices on landing pageheadlines aimed at consumers, not justbusinesses?
    • 18. Yes, you may have different valueprops for• Different channels or media• Different audiences• Different products or SKUs

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