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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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• Marketing Experiments Sequence***Motivation is big… and then comes value prop***
• Define itAdd that yes you may have diff value props for:Different channels or mediaDifferent audiencesDifferent products or SKUsYou prob don’t have just one value prop. But there is one value prop for the 20-35% of peeps you’re trying to draw in on your home page. Write and test for them!
• UniqueHighly desirableSpecificSuccinct Memorable For a product, brand or channelTO YOUR AUDIENCE
• (they’ll need to be involved now --- we’ll be soliciting their feedback, so be ready to type!)
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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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