• Like

The 10 Weirdest A/B Tests Guaranteed to Double Your Business Growth

  • 10,025 views
Uploaded on

Neil Patel is the co-founder of KISSmetrics, Crazy Egg and Hello Bar. He helps companies like Amazon, NBC, GM, HP, and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on …

Neil Patel is the co-founder of KISSmetrics, Crazy Egg and Hello Bar. He helps companies like Amazon, NBC, GM, HP, and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web and Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world. Larry Kim is the founder and CTO at WordStream where he is contributor to both the product team and marketing teams. Larry is committed to helping small businesses learn how to grow their businesses through search marketing.
The A/B Landing Page Optimization Gurus Have it Wrong. The Classic A/B
 Conversion Rate Optimization Test Is Often Quite Silly. We changed the: • Font Type • Spacing • Button Color • Image • Etc. We got a 5% Increase in conversions!! The Great Landing Page Optimization Fairy Tale • We want to believe our hard work paid off but we are often deluding ourselves… Typical Conversion Rate Optimization Test
• Small Changes Result in Small Changes • The X% Increase you think you got often isn’t significant! Conventional Landing Page Optimization is Over-Rated
So … What’s a Good Conversion Rate?
Survey Methodology. Distribution Point Conversion Rate Vs. Average Comments Average 2.35% Unremarkable Top 25% 5.31% 2x Awesome Top 10% 11.45% 5x Unicorns Unremarkable vs. Unicorns. Distribution Point All accounts Ecommerce Legal B2B Finance Median CVR 2.35% “Top 10% of accounts have a CVR 3x average” rule
Aim For 2-4x Increases Not 2-4%!
• Average or Below Average Conversion Rates • Ask Your Customers! How to Know if your Offer Stinks?
Change The Flow (Reverse Funnel)
New Flow: Registration At End. Changing the Flow: Let Them Choose. No. of people who visit a website leave without completing. X - Users who have visited your web site Bring them back to your website Opportunity to. Why I View Remarketing as CRO*
You Need To Run 10 A/B Tests To Find 1 Unicorn. Percentile Relative Abundance Vs. Expected Conversion Rate. This is the same landing page with different spacing. 80% of Traffic Goes to 10% of Landing Pages
The Bar for Landing Page Excellence is (Very) Low
Use GEO based data throughout your funnel!
Results! 20% increase in leads and 68% improvement in qualified leads as people felt the solution was more customized to them.
We found that targeting to a specific city decreased conversions by 19% as people felt creeped out. What to avoid
Try using authentication. Pulling log in details from Google. Difference between sign up and sign in was. 22% Total conversion increase was a 94%.
Quizzes are more effective for lead generation! Difference was a 281% increase in leads. People love games
Free trials can increase cash flow! Increase cash flow by 60% •Decreased churn by 41%. Watch out for processing issues
Double your revenue through 3 upsells! Don’t make people re-enter their CC details by asking for CC details on each step.
Join us on Twitter @larrykim @neilpatel #KISSwebinar

More in: Marketing , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
10,025
On Slideshare
0
From Embeds
0
Number of Embeds
29

Actions

Shares
Downloads
133
Comments
1
Likes
44

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Larry Kim and Neil Patel The 10 Weirdest A/B Tests Guaranteed to Double Your Business Growth March 2014
  • 2. @larrykim@neilpatel #KISSwebinar Join us on Twi er
  • 3. Neil Patel KISSmetrics 
 @neilpatel Larry Kim WordStream 
 @larrykim Larry Kim is the founder and CTO at WordStream where he is contributor to both the product team and marketing teams. Larry is commi ed to helping small businesses learn how to grow their businesses through search marketing. Neil Patel is the co-founder of KISSmetrics, Crazy Egg and Hello Bar. He helps companies like Amazon, NBC, GM, HP, and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web and Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world.
  • 4. 1 Larry’s Weirdest A/B Tests 2 Neil’s Weirdest A/B Tests Table of Contents
  • 5. WATCH THIS WEBINAR RECORDING NOW
  • 6. Larry’s Weirdest A/B Test 1
  • 7. The A/B Landing Page Optimization Gurus Have it Wrong
  • 8. Warning: Lots of Data Ahead!
  • 9. Weirdest A/B Test #1:
 The Classic A/B
 Conversion Rate Optimization Test Is Often Quite Silly …
  • 10. We changed the: • Font Type • Spacing • Button Color • Image • Etc. We got a 5% Increase in conversions!! The Great Landing Page Optimization Fairy Tale
  • 11. • The Early Lead Disappears! • We want to believe our hard work paid off but we are often deluding ourselves… Typical Conversion Rate Optimization Test
  • 12. • Small Changes Result in Small Changes • The x% Increase you think you got often isn’t significant! Conventional Landing Page Optimization is Over-Rated
  • 13. Re-Arrange Deck Chairs On the Titanic and ignore sinking
  • 14. Weirdest Test #2:
 So … What’s a Good Conversion Rate?
  • 15. What’s a Good Conversion Rate? What’s a Good Conversion Rate?
  • 16. Survey Methodology
  • 17. Even the “Winner” is a Loser! CONFIDENTIAL – DO NOT DISTRIBUTE 16 Trees vs. Forest
  • 18. Distribution Point Conversion Rate Vs Average Comments Average 2.35% Unremarkable Top 25% 5.31% 2x Awesome Top 10% 11.45% 5x Unicorns Unremarkable vs. Unicorns
  • 19. Distribution Point All accounts Ecommerce Legal B2B Finance Median CVR 2.35% 1.84% 2.07% 2.23% 5.01% Top 25% CVR 5.31% 3.71% 4.12% 4.31% 11.19% Top 10% CVR 11.45% 6.25% 6.46% 11.70% 24.48% “Top 10% of accounts have a CVR 3x average” rule
  • 20. Aim For 2-4x Increases Not 2-4%!
  • 21. Landing Page Unicorns?! (+3x Avg. Conversion Rate!)
  • 22. Weirdest A/B Testing Epiphany #3: 
 What Do Landing Page Unicorns 
 Look Like?
  • 23. @larrykim, @perrymarshall Hunting Landing Page Unicorns
  • 24. 1. Changing The Offer
  • 25. The New Offer: CONFIDENTIAL – DO NOT DISTRIBUTE 24 The New Offer
  • 26. CONFIDENTIAL – DO NOT DISTRIBUTE 25 • Average or Below Average Conversion Rates • Ask Your Customers! How to Know if your Offer Stinks?
  • 27. 2. Change The Flow (Reverse Funnel)
  • 28. 2. New Flow: Registration At End
  • 29. 2. New Flow: Quality vs. Quantity New Flow: Quality vs. Quantity
  • 30. Another Example of Changing The Flow
  • 31. CONFIDENTIAL – DO NOT DISTRIBUTE 30 Changing the Flow: Let Them Choose
  • 32. of people who visit a website leave without completing 
 the actions marketers want them to take 96% Your Ad Your%Site X - of people abandon their shopping cart without completing a purchase 70% 3. Use Remarketing as a CRO Tool
  • 33. X - Users who have 
 visited your web site Bring them back to your website Opportunity to … • Turn abandoners into leads • Increase Branded Searches • Increase repeat visitor rates & engagement • Increase effectiveness of Landing Pages 3. Why I View Remarketing as CRO*
  • 34. Weirdest A/B Testing Epiphany #4
 You Need To Run 10 A/B Tests To Find 1 Unicorn
  • 35. Name Percentile Relative Abundance Vs. Expected Conversion Rate Awesome Landing Pages Top 25% 1:4 2x Higher Unicorns Top 10% 1:10 5x Higher!! Larry Kim (@larrykim) Relative Abundance
  • 36. But I Have 10 Landing Pages!
  • 37. Larry Kim (@larrykim) This is the same landing page with different spacing…
  • 38. Weirdest A/B Testing Epiphany #5
 It’s Not as Hard As You Think
  • 39. 80% of Traffic Goes to 10% of Landing Pages
  • 40. The Bar for Landing Page Excellence is (Very) Low
  • 41. You Don’t Need Dozens of Landing Pages…
  • 42. But You Don’t Need Dozens of Landing Pages…
  • 43. 1. Most Landing Page Optimization = Rearranging Deck Chairs, Small % Changes (Often Insignificant) 2. Insane Landing Page Optimization = 2-5x Changes AND improve lead quality, too. A Quick Recap
  • 44. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  • 45. Neil’s Weirdest A/B Test 2
  • 46. 6. Use GEO based data throughout your funnel ! Test Six
  • 47. Don’t forget about these steps ! Test Six
  • 48. Results ! ! ! ! 20% increase in leads and 68% improvement in qualified leads as people felt the solution was more customized to them.
  • 49. ! ! ! We found that targeting to a specific city decreased conversions by 19% as people felt creeped out. Section OneWhat to avoid
  • 50. 7. Try using authentication Test Seven
  • 51. ! ! ! By pulling log in details from Google, we increased signups by 59.4%. Section OnePeople are lazy
  • 52. Test sign in versus sign up Test Seven
  • 53. ! ! ! Difference between sign up and sign in was. 22% Total conversion increase was a 94%. Section OneWords ma er
  • 54. Focus on what’s new Test Seven
  • 55. •Using authentication at the end of your funnel isn’t as effective. •You have to analyze your drop off rates per step to figure out where to use it. Section OneWhat to avoid
  • 56. 8. Quizzes are more effective for lead generation ! Test Eight
  • 57. Use interactive quizzes ! ! Test Eight
  • 58. Difference was a 281% increase in leads Section OnePeople love games
  • 59. Make sure you use images ! ! ! Test Eight
  • 60. •Make your quiz 5 questions •Use images when possible •Limit the choices per question to a maximum of 4 options Section OneTips
  • 61. 9. Free trials can increase cash flow ! ! ! Test Nine
  • 62. •Increase cash flow by 60% •Decreased churn by 41% Section OneThe data
  • 63. Section OneWatch out for processing issues By refunding anyone who complains and by charging a dollar for the trial (then refund it), you’re conversions will go up.
  • 64. 10. Double your revenue through 3 upsells ! ! ! ! Test Ten
  • 65. Make your first product affordable Test Ten
  • 66. Section OneTips •Make you first upsell 3x in price •Make the second upsell 1.5x in price •Make the 3rd upsell 2x in price
  • 67. Section OneDon’t make people re-enter their CC details By asking for CC details on each step you will see a decrease in revenue by by 29%.
  • 68. Questions? Shoot and we will do our best to answer
  • 69. THANK YOU Larry Kim and Neil Patel @larrykim @neilpatel