Tests	
  with	
  
Knock	
  Out	
  
results	
  
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©2014,	
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©2014,	
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Thanks	
  &	
  Contact	
  Info	
  
Justin Rondeau
Chief Editor & Testing Evangelist
WhichTestWon
justinr@whichtestwon.com
...
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Tests with knock out results - Justin Rondeau #ab40

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Presentation by Justin Rondeau - WhichTestWon at the #ab40 meetup from http://meetup.com/onlineoptimizers on May 28th 2014 in London.

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Tests with knock out results - Justin Rondeau #ab40

  1. 1. Tests  with   Knock  Out   results   ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau
  2. 2. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau “Just  who  do  you  think  you  are?”  
  3. 3. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau Someone  with   a  very  unique     perspecDve   of  the  industry   Evaluate   Other  People’s   Tests   Conduct   My  Own  Tests   Train  In-­‐House   TesDng  Teams  
  4. 4. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau I  see  1000+  tests     per  year  across     virtually   every  industry     verDcal     Evaluate   Other  People’s   Tests   Conduct   My  Own  Tests   Train  In-­‐House   TesDng  Teams  
  5. 5. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau Things  You’ll  Hear  Tonight:   •  Using  TesDng  to  Grow  Your  Business   •  How  to  Severely  #$%^  Up  Your  Tests   •  Psychology  Techniques  
  6. 6. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau What  You’ll  Hear  From  Me:   High  Impact  Pages  to  Start  On   Example  of  Elements  that  are  Worth  TesDng  
  7. 7. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau Start  Low,   Aim  Big  
  8. 8. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau Start  Low   Begin  on  Pages     Closest  to  Your     Long-­‐Term     ConverDng  AcDon   Think  Checkout,  Cart,  or  Thank-­‐You  Pages  
  9. 9. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau Why?   Most  qualified  traffic     Easier  to  quanDfy   converDng   acDon  
  10. 10. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau
  11. 11. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau Results:  3.6%  Li^  in  AOV     Brand:  3Suisses     Agency:  AlDma     Tech:  Avenseo  
  12. 12. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau Aim  Big   Go  for  Pages   with  the     Highest     PotenDal  Li^*  
  13. 13. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau The  Infamous  ‘*’   This  doesn’t  mean   ‘Go  for  your  worst   performing  page’   Page  A   Page  B   Conversion   Rate   .05%   2.5%   30%  Li^   .065%   3.25%   Difference   .015%   .75%  
  14. 14. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau 10%  li^  of  a  badly   performing  page  worth   $100  =  $10   10%  li^  of  a  well   performing  page  worth   $10,000  =  $1,000  
  15. 15. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau You  may  be  able  to  apply  the  learnings  from   tests  on  high-­‐performance  pages  to  li^  lower-­‐ performing  pages  later.  
  16. 16. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau Why?   Higher  Li^s  Require     Smaller  Sample  Sizes     Lowest  Hanging  Fruit  
  17. 17. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau
  18. 18. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau Results:  282%  Li^  in  Form   CompleDon  (on  this  page)  –   57%  Overall     Brand:  KinderCare     Agency:  ISITE  Design     Tech:  Adobe  Test  &  Target  
  19. 19. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau High  Impact   Test     Examples  
  20. 20. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau
  21. 21. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau Results:  7.1%  increase  in   orders,  2.37%  increase  in   AOV,  9.64%  increase  in  RPV     Brand:  Anonymous     Agency:  Exclusive  Concepts     Tech:  SiteSpect  &   ConversionOnDemand  
  22. 22. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau
  23. 23. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau Results:  49%  Li^  in  Unique   Orders  &  51%  Li^  in  RPV     Brand:  Anonymous     Agency:  ConversionIQ     Tech:  Visual  Website  OpDmizer  
  24. 24. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau
  25. 25. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau Results:  28.2%  Li^  in  Clicks  at   99.9%  Confidence     Brand:  Suzuki  Belgium     Agency:  AG  Consult     Tech:  OpDmizely  
  26. 26. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau
  27. 27. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau Results:  14%  Li^  in  Unique   Purchases     Brand:  KRAS     Agency:  Online  Dialogue     Tech:  In-­‐House  
  28. 28. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau
  29. 29. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau Results:  23.7  Li^  in  Unique   Sales  &  15.99%  Li^  in  RPV   (Both  at  96%  Confidence)     Brand:  Radley     Agency:  Red  Eye,  Inc.     Tech:  OpDmizely  
  30. 30. ©2014,  WhichTestWon.com  a  division  of  Anne  Holland  Ventures  Inc.    All  rights  reserved.       @Jtrondeau Did  you  keep  score?     How’d  You  do?  
  31. 31. Thanks  &  Contact  Info   Justin Rondeau Chief Editor & Testing Evangelist WhichTestWon justinr@whichtestwon.com (401) 354-7555 x33 @Jtrondeau

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