5 Ways to Supercharge Split
Testing With Analytics
Presented by Rob Kingston
About Optimisation Beacon
• Ex-Hitwise, >6 years experience in digital
• Analytics + conversion optimisation focus
Analytics + optimisation blog
Agenda
1. Split testing 101
2. A little quiz
3. Using GA in your split testing process
4. Question time
Split testing: Analytics sorcery
Page A
Page B
Traffic
100 sales
125 sales
50%
50%
Winner: 25% more sales
A LITTLE QUIZ
Which form was completed more?
Source: http://whichtestwon.com/archives/8154
Winner by
88.7%
Long form vs. Short form
Which offer drove more clicks?
Winner by
171%
Free offer vs. No offer
Source: http://whichtestwon.com/archives/3889
Which form got more subscribers?
Winner by
14.5%
Source: http://whichtestwon.com/archives/3889
Short text vs. long text
Why split test?
• Our guts are often wrong 1, 2
– Microsoft: 33% ideas win
– Amazon: 50% ideas win
– App Sumo: 12.5% ideas...
Why split test? Cont.
• “Companies that split test convert better”
Source:
http://success.adobe.com/assets/en/downloads/wh...
Hardest part: What do we test?
• GA is one of many data sources to use:
Test
Ideas
USING ANALYTICS TO AUGMENT YOUR
TESTING
1. WHICH PAGES SHOULD I OPTIMIZE?
Can’t go past the goal funnel reports
• Absolute staple
• Start from the highest
abandonment pages
Top landing pages
• Another staple report
– Content
– Site Content
– Landing pages
• Go for high-traffic, low
conversion r...
Find out how much traffic you need…
• Use traffic values to pages for your sample
estimation:
• http://visualwebsiteoptimi...
2. WHAT IS THE VISITOR’S INTENT?
Look at the referrers of your test page
• Drill down in the content or landing page
reports by traffic channel / keyword
Look at the internal search terms
3. WHICH ELEMENTS ARE WORTH
TESTING?
In-page analytics
• Content > Site Content > All Pages > In-Page
See which links are used
• Maybe my headlines need some work:
Visitor, Y U NO click
blog post!?!
Sometimes, outbound links tell you
what visitors want to see on the page
Tons of heat on
this button…
Adding “What we
cove...
In-page Analytics is semi accurate
• Enhanced link attribution helps distinguish
between multiple links to same page
• Go ...
4. TRACKING EXPERIMENTS IN GA
But Rooooooob…. Optimizely does this
already 
Well… GA has some tricks up its sleeve:
1. Reports and filters – already se...
Plus - All the cool split test tools do it…
• Optimizely
• Visual Website Optimizer
• Cohorts.js (my personal favourite)
•...
Just collect the data and crunch it in
your favourite calculator
• http://www.optimisation
beacon.com/tools-
tweaks/graphi...
OK. There’s more to it, but read my
latest post (when it’s live)…
5. FORM OPTIMISATION
Track your form fields with GA
Which fields are scaring customers?
Field Visits Abandonments
Name 1992 5.82%
Email 1876 5.54%
Number 1772 27.37%
Postcode...
Fewer fields are better… usually
Hint: Pre-fill “difficult” fields
The code to track form fields
• Here’s the code (trivial to add via Google
Tag Manager):
https://github.com/MartijnVisser/...
Lead gen sites: Track actual sales
• You can do this by tracking lead IDs and
your split tests in GA…
Split test
variation...
Questions?
If we don’t have time, come chat
with me afterwards (I don’t bite)
Robert Kingston
m: 0409487930
e: rob@optimisationbeacon.com
w: www.optimisationbeacon.com
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5 ways to supercharge split testing with analytics

  1. 1. 5 Ways to Supercharge Split Testing With Analytics Presented by Rob Kingston
  2. 2. About Optimisation Beacon • Ex-Hitwise, >6 years experience in digital • Analytics + conversion optimisation focus
  3. 3. Analytics + optimisation blog
  4. 4. Agenda 1. Split testing 101 2. A little quiz 3. Using GA in your split testing process 4. Question time
  5. 5. Split testing: Analytics sorcery Page A Page B Traffic 100 sales 125 sales 50% 50% Winner: 25% more sales
  6. 6. A LITTLE QUIZ
  7. 7. Which form was completed more? Source: http://whichtestwon.com/archives/8154 Winner by 88.7% Long form vs. Short form
  8. 8. Which offer drove more clicks? Winner by 171% Free offer vs. No offer Source: http://whichtestwon.com/archives/3889
  9. 9. Which form got more subscribers? Winner by 14.5% Source: http://whichtestwon.com/archives/3889 Short text vs. long text
  10. 10. Why split test? • Our guts are often wrong 1, 2 – Microsoft: 33% ideas win – Amazon: 50% ideas win – App Sumo: 12.5% ideas win • Testing helps us actually improve conversion rates 1: http://exp-platform.com/Documents/2010-04%20ExP%20SDForum.pdf 2: http://visualwebsiteoptimizer.com/split-testing-blog/a-b-testing-tips/
  11. 11. Why split test? Cont. • “Companies that split test convert better” Source: http://success.adobe.com/assets/en/downloads/whitepaper/Adobe2013Digital MarketingOptimizationSurvey_FinalReport_April2013.pdf
  12. 12. Hardest part: What do we test? • GA is one of many data sources to use: Test Ideas
  13. 13. USING ANALYTICS TO AUGMENT YOUR TESTING
  14. 14. 1. WHICH PAGES SHOULD I OPTIMIZE?
  15. 15. Can’t go past the goal funnel reports • Absolute staple • Start from the highest abandonment pages
  16. 16. Top landing pages • Another staple report – Content – Site Content – Landing pages • Go for high-traffic, low conversion rate pages
  17. 17. Find out how much traffic you need… • Use traffic values to pages for your sample estimation: • http://visualwebsiteoptimizer.com/ab-split- test-duration/
  18. 18. 2. WHAT IS THE VISITOR’S INTENT?
  19. 19. Look at the referrers of your test page • Drill down in the content or landing page reports by traffic channel / keyword
  20. 20. Look at the internal search terms
  21. 21. 3. WHICH ELEMENTS ARE WORTH TESTING?
  22. 22. In-page analytics • Content > Site Content > All Pages > In-Page
  23. 23. See which links are used • Maybe my headlines need some work: Visitor, Y U NO click blog post!?!
  24. 24. Sometimes, outbound links tell you what visitors want to see on the page Tons of heat on this button… Adding “What we cover” to this page sold $20K in policies each month
  25. 25. In-page Analytics is semi accurate • Enhanced link attribution helps distinguish between multiple links to same page • Go here to install it: – https://support.google.com/analytics/answer/2 558867?hl=en&ref_topic=2558810
  26. 26. 4. TRACKING EXPERIMENTS IN GA
  27. 27. But Rooooooob…. Optimizely does this already  Well… GA has some tricks up its sleeve: 1. Reports and filters – already setup 2. Redundancy + retroactive reporting 3. Keep your tool/agency “honest”
  28. 28. Plus - All the cool split test tools do it… • Optimizely • Visual Website Optimizer • Cohorts.js (my personal favourite) • Unbounce
  29. 29. Just collect the data and crunch it in your favourite calculator • http://www.optimisation beacon.com/tools- tweaks/graphing-abn- split-test-calculator/
  30. 30. OK. There’s more to it, but read my latest post (when it’s live)…
  31. 31. 5. FORM OPTIMISATION
  32. 32. Track your form fields with GA
  33. 33. Which fields are scaring customers? Field Visits Abandonments Name 1992 5.82% Email 1876 5.54% Number 1772 27.37% Postcode 1287 6.92% Conversions 1198
  34. 34. Fewer fields are better… usually Hint: Pre-fill “difficult” fields
  35. 35. The code to track form fields • Here’s the code (trivial to add via Google Tag Manager): https://github.com/MartijnVisser/form- tracker/blob/master/form-tracker.js • Note: Requires jQuery
  36. 36. Lead gen sites: Track actual sales • You can do this by tracking lead IDs and your split tests in GA… Split test variation Lead ID Google Analytics CRM / Sales Database http://www.optimisationbeacon.com/analytics/track-leads-from-traffic-source-to- point-of-sale-in-google-analytics/
  37. 37. Questions? If we don’t have time, come chat with me afterwards (I don’t bite)
  38. 38. Robert Kingston m: 0409487930 e: rob@optimisationbeacon.com w: www.optimisationbeacon.com

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