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IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
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IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
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IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
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IBAT-ContentOptimisation-AbTest
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IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
IBAT-ContentOptimisation-AbTest
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IBAT-ContentOptimisation-AbTest

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IBAT-Content Optimisation & Ab Testing

IBAT-Content Optimisation & Ab Testing

Published in: Business, Technology, Design
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  • Pretty much long slideshare, but the point is: A/B testing is neccessary. A tool I suggest: http://www.coreminer.com/calculators/ab-test
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  • 1. Content Optimisation<br />Which Test Won<br />
  • 2. HubSpot Tests Homepage Copy: Which Got More Free Trial Downloads – Goal-Focused vs. Role-Focused?<br />
  • 3.
  • 4. Version B convinced 49.1% more first-time homepage visitors to download a free trial.<br />Version A tailored copy to two target demographics (business owners and marketers) based on their goals.<br />Version B addressed the demographics based on their identities or roles.<br />If your homepage gets two or more types of visitors, you absolutely should copy this test!<br />
  • 5. Nonprofit A/B Test: Which Page Got A 10.2% Lift In Average Donation Amounts for Haiti?<br />
  • 6.
  • 7. Version A got a 10.2% lift in average donation amounts per page view, contributing a total of $1.02 million<br />Traffic to the page came from a huge (one of the biggest we’ve seen) “Donate” button on the homepage<br />Version A had a two-column layout with a large image vs. Version B’s single-column, no image layout.<br />Neither version displayed the button above the fold, Version A had two less form fields and used “Support Haiti” for its button copy vs. “Submit” on Version B’s button.<br />
  • 8. Wal-Mart’s UK Chain Tests Radical Homepage Redesign: Which Layout (not Content) Reduced Bounce Rates by Double Digits?<br />
  • 9.
  • 10. The Version A layout, featuring non-traditional navigation elements, reduced homepage abandons by an average 19%.<br />Shows that the tabs-across-the-top homepage may not be the best for all ecommerce sites.<br />Sometimes a list of text-links in the center of the page work better. <br />In fact, perhaps other types of sites (even content and B2B sites) should also test alternate navigational elements on their homepages <br />
  • 11. Ecommerce A/B Test: Which Shoe Page Version Got 39.3% More Add-to-Cart Clicks?<br />
  • 12.
  • 13. 39.3% more European 20- to 30-somethings interested in trendy street wear preferred Version A over Version B. <br />The versions were identical except for the background color (black vs. white), copy (“Outstanding.” vs. “Out of the Box.”), and shoe color (rich vs. dull). <br />Possibly, the black background made the product and the add-to-cart button stand out on the page.<br />This is a much bigger product image than most American ecommerce sites use. <br />Image size, alone, is worth testing<br />
  • 14. Which Product Shots Got More Purchases: Just the Product vs. a Model Wearing the Product (in this case, shirts)? <br />
  • 15.
  • 16. Version B’s product shots with human models not only boosted paid purchases 44%, but also gained a 67% rise in revenue per purchase. )<br />Every time we’ve seen ecommerce sites test variations on their product shots — size, background color, and in this case the use of human models — the results have been noteworthy.<br />This test is a fabulous example of why ecommerce sites can’t rely on “standard” images without leaving money on the table. You have to test product images!<br />
  • 17. Avis UK Tests its PPC Landing Page: Which Got More Car Rental Bookings? <br />
  • 18.
  • 19. Version B got a 74% lift in completed car rental bookings (sales)<br />Good example of when a stripped-down, highly-focused landing page can sell a lot more than a standard home page<br />
  • 20. Which Page Got More Lead Gen Form Submits?<br />
  • 21.
  • 22. Version A convinced 66% more visitors to fill out and submit the lead gen form. <br />For the two versions we showed you, the pages used an identical template, aside from the content in the center.<br />Version A’s headline read “Your translation requirements:” whereas Version B had no headline at all.<br />Version A separated the form into required and optional fields, and featured instructional copy in the right column instead of an oddly-colored woman’s face.<br />Lastly, Version A did not have a “back” button (and neither should any form on the Internet we can think of.<br />
  • 23. PPC Landing Page Test: Which Version Boosted Free Software Sign-Ups By 59%?<br />
  • 24.
  • 25. Version A boosted free software sign-ups by 59%… even though visitors had to click through to an additional page to sign up<br />Version B’s very prominent left-side form may have distracted visitors from reading copy that explained the offer<br />Version A emphasized copy so that prospects understood what they were getting before they had to make a final sign-up decision. <br />
  • 26. A/B Copy Test: Which PPC Landing Page Got 93% More ‘Add-to-Cart’ Clicks? <br />
  • 27.
  • 28. Which LP got more “Add to Cart” clicks<br />The more urgent, ‘take control’ tone of Version B’s copy lifted add-to-cart button clicks a whopping 93% over Version A’s comfort-focused tone.<br />Shorter more focused bullet points<br />All traffic came from the same keyword searches, but PPC ad serving was split to test which PPC ad copy and its matching landing page would do best.<br />The 93% lift in data represents just the improvement on ‘add to cart’ button clicks on the landing page, irrespective of PPC ad clickthrough rates.<br />
  • 29. Homepage Image A/B Test: “Sad” Young Woman vs. “Haggard” House Wife – <br />Which Got More Clicks on the Big Yellow Button?<br />
  • 30.
  • 31. Clear Debt – Varied Image – Click Test<br />Version B got 33% more visitors to click the ‘Take the Debt Analyser’ button<br />Most of traffic came from natural search and the results reached a 98.2% confidence level.<br />Version B showed a “haggard house wife” looking towards the button.<br />Version A showed a “sad” young woman looking away from the button<br />Also age and context could have been a factor – users feel empathy with “Mother and Kids” as opposed to a young girl <br />Setting of image – older woman shopping Vs youg woman sitting in “cinema”<br />Interesting to know about “Target Audience” and source – ppc, email etc.<br />
  • 32. Alpha Ecological Tests Homepage Copy, Images, and Layout: Which Got More Email Leads? <br />
  • 33.
  • 34. Version B got a huge 114% lift in email leads from the homepage. <br />Although the winner is obvious, this isn’t an easy test to sell to a HiPPO (highly paid person).<br />The winning page had a lead capture form front and center, images of the actual pest control team, and more benefits copy.<br />It also had images of the pests customers could be dealing with above the fold<br />
  • 35. Email A/B Test: Which Customer Survey Invite Got 51% More Clickthroughs?<br />
  • 36.
  • 37. Which Customer Survey Got More ClickThrus<br />Version B got a whopping 51% more clicks than Version A.<br />Version A read, “Give us your best Campaign Monitor ideas!” Version B read, “Tell us what we can do better.” The more direct wording won.<br />Active language trumps passive language<br />Easier to “Tell” opinionsrather than “Give” ideas away<br />
  • 38. Fragrance Direct Tests the Layout of its Checkout Page: Which Got More Purchases?<br />
  • 39.
  • 40. Version B, with images and info about the shoppers’ cart contents placed at the top of this third page in the checkout process, won a 22.5% boost in purchases<br />Do customers deep into the checkout process still need to see prominent images and info on what they’re buying on each page?<br />Turns out maintaining “scent” or buyer excitement by showing the product as prominently as possible won in this case<br />
  • 41. Does Size Really Matter When It Comes to Email Opt-In <br />Form Overlays? Please Vote For Which Got More Opt-Ins.<br />
  • 42.
  • 43. FaveCrafts.com – Email Test<br />Version A increased email subscriptions by 8.8%<br />WhicTestWon professionals voted <br />34% - Version A<br />66% - Version B<br />Part of A/B/N Test – versions A &amp; B were identical – and out performed the control <br />Form Headline was consistent with keyword search - <br />Smaller More Focused Box possibly led the eye path and controlled user actions<br />Test Carried Out by: WiderFunnel using GWO<br />Site – Favecrafts.com -&gt;&gt; http://www.favecrafts.com/<br />
  • 44. Which Navigation Bar Copy Boosted Webinar Attendees – “Webinars” vs. “Online Training”?<br />
  • 45.
  • 46. Version B’s “Online Training” wording increased clickthroughs from the support page to the webinar page 10.4%.<br />Webinar attendees doubled the first week the winning navigation link went live<br />The team also ran A/B tests replacing “Webinars” with “Live Training” and “MailChimp Training.” In both cases, the word “Webinars” lost!<br />Certain words resonated better with the audience<br />
  • 47. Which Banner Ad Landing Page Got More Form Submissions … on Tuesday Afternoons?<br />
  • 48.
  • 49. National University – Form Submits<br />Version B won on Tuesday, Wed, Thurs PMs by converting 17% More Form Submits<br />Version A won on all Weekday and Weekend AMs by 22%<br />Shows the importance of dayparting<br />Version B – had a Clear header – “Get on the Fast Track to your Degree” (possibly more relevant to a specific cohort – need to check)<br />Version A – heading “Your Career..on your terms” – more relevant to work crowd = morning<br />Colours – Typically Morning = Bright :: Afternoon = Soft <br />
  • 50. DHL Express Tests Male vs. Female Image: Which Generated 108% More Norwegian Leads on this PPC Landing Page?<br />
  • 51. DHL Test<br />
  • 52. Version B, with the female model in the header, convinced 108% more visitors in Norway to fill out and submit the lead gen form.<br />
  • 53. All PPC traffic was sent to one of these two landing pages. The test results reached a 95% confidence level<br />The only difference between Version A and Version B was the photograph of the model in the page header<br />Version A had a Caucasian male who looked like one of Norway’s local couriers. Version B had an Asian female.<br />Results show the impact of testing people images in your online marketing.<br />Eyetracking studies find that people love to look at human faces — so DHL was smart to highlight the 30% savings below the model’s faces. <br />
  • 54. Westwood College Tests Adding a Privacy Policy Statement to its Landing Pages: Which Got More Leads?<br />
  • 55.
  • 56. Version B, with the privacy policy statement in fine print under the button, convinced 19.1% more visitors to fill out and submit the lead gen form. <br />Privacy reassurances can help raise response rates (but you have to test, because the wording and visibility can help or hurt you.)<br />Gen Y kids really do care about privacy!<br />Don’t assume that because you’re marketing to any particular demographic that privacy is not a concern<br />
  • 57. The Official 2010 Vancouver Olympic Store Tests One-Page Checkout vs. Four-Page Checkout: Which Got More Purchases? <br />
  • 58.
  • 59.
  • 60. Version A, the one-page checkout, gained a 21.8% lift in actual purchases.<br />Should the checkout process be one page or multiple pages?<br />Results of similar tests are significant but not predictable – so always test<br />
  • 61. Highlight Step One or Step Two? Which Placement of a Blue Box Increased Google Gadget Installations 50.5%?<br />
  • 62.
  • 63. Version B increased gadget installations by 50.5%.<br />Version A featured the blue box around step one, the address box. Version B featured the blue box around step two, the call to action button.<br />Likely that this test reiterates the importance of drawing attention to call to action buttons.<br />Test copy, color, size, or any other way to make it stand out<br />Version A’s blue box seemed to pull attention away from the CTA button, and toward the large example images below. Version B’s blue box balanced page. <br />
  • 64. Which Landing Page Got More Form Completes? (Both Forms Ask the Same Questions)<br />
  • 65.
  • 66. Which LP got more form completes?<br />Version B racked up 16% more form completions, making it the solid winner<br />Version B form is tightly grouped, green background with white field is visually appealing, Orange Button pops off bground.<br />Version A – Button is below the fold. Version B above the fold<br />Version B used a multi-column approach to form (makes seem shorter) than the single column Version A<br />Possibly poor use of Left hand side with clip art image – readers read from LTR – make use of that space<br />Good money image connected directly with big button <br />Need to do MVT test to see which elements affected most<br />
  • 67. Product Tour Page A/B Test: Which Version Boosted Free Trial Software Downloads by 85%?<br />
  • 68.
  • 69. YNAB – Product Tour Page<br />Version A – increased downloads by 87% (97% confidence rate)<br />Authoritative Quote at the Top of Page – “If you need financial discipline – consider YNAB”<br />Large Thumbnails – handwritten notes Vs Small Thumbs requiring click throughs<br />Even though “Download Now” button way down below fold <br />Shows users will scroll through a clear “story” <br />Always consider the way a user “uses’ your page – as opposed to purely aesthetic rationale<br />
  • 70. Which Product Page Got More Purchases?<br />
  • 71.
  • 72. Version B got an 11% lift in paid purchases. <br />Good example of why ecommerce marketers should not assume “standard” product page layout is going to give them the most possible sales<br />Version B feels “calmer” in general won. <br />Price is over button, button at bottom of page, smaller gold review stars, and no cross-sales.<br />
  • 73. “Free” Offer vs. Statement – Which Call to Action Button Copy Got a 171% Lift in Clicks?<br />
  • 74.
  • 75. Contrary to the notion that the word “Free” always wins, Version B convinced 171% more visitors to click the call to action button, which led visitors to a ‘contact us’ form.<br />The test reached a 98.6% confidence level. Traffic to the page was mostly from organic search<br />Everything about the homepage was identical except for the language on the call to action button.<br />Version A’s button copy said “Free Consultation.” Version B’s said “Work With Us.”<br />
  • 76. Subscription Site Homepage A/B Test: Which Design Got More Sign-Up Button Clicks?<br />
  • 77.
  • 78. Version B got 21.3% more clicks on the sign up button than Version A<br />Everything on the pages tested was identical except for removing the top horizontal navigation bar and decluttering the bottom by stripping out content and links<br />The main lesson here is that simplicity often gets more responses, and fewer links can win<br />For landing pages, try getting rid of your nav bar and anything distracting in your footer or extraneous columns.<br />
  • 79. Which Email Newsletter Opt-In Form Boosted Sign-Ups by 52.8%?<br />
  • 80.
  • 81. NYPL Email Subscription Form<br />Version A boosted email newsletter sign-ups 52.8%<br />The winning form’s headline said “Stay up-to-date” vs. “Subscribe” – more specific / better reason to submit<br />Fewer form fields and a shorter privacy policy<br />Featured a thumbnail graphic for the newsletter, a link to preview, and benefits copy<br />Could do a MVT Test to figure out which specific elements caused the greatest uplift – another test…<br />
  • 82. PPC Landing Page Test: Which Got 73.15% More <br />Visitors to Download the Free Toolbar?<br />
  • 83.
  • 84. Which Landing Page Performed Best<br />Version B was the winner with 73.15% more toolbar downloads<br />However, Version A won on an initial A/B test to determine the best page layoutresulting in a 21.13% lift in toolbar downloads<br />Next, a MVT test was run with 16 different test elements – Version B won that with 73.15% increase in downloads<br />
  • 85. Shopping Cart Page One A/B Test: Which Convinced <br />More Shoppers to Click to the Next Checkout Step?<br />
  • 86.
  • 87. Which Shopping Cart Performed Best<br />Version A got 40.7% more page viewers to clickthrough to the next page in the checkout process<br />About 18% of shopping cart views convert to purchase, a 40.7% lift contributed greatly to the bottom line<br />Moving the 100% satisfaction guarantee icon to a more prominent location<br />Adding site security copy and links to the guarantee and testimonials<br />Making a big free shipping offer visible above the product box<br />Changing the main call to action buttons from blend-in to highly contrasting colors<br />

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