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How to create better A/B tests based on user research
Karl Gilis
@agconsult
Part 1
The joy of A/B testing
@agconsult
Welcome to the world of AB-testing
Where people test every idea that pops into their head
Which results in stupid tests…
Where people copy tests they've seen on the web
And blindly follow so-called best practices
Green check marks always work!
Really?
No matter what the bullets said, the
green checkmark versions always
won.
And so the green checkmark myth was born
 This product sucks
 Burning your money is better than buying this sh*t
 Read ...
Nothing. Zilch. Nada. -5,1% -5,9%
Nothing. Zilch. Nada.
It's not because you own a typewriter,
you'll become the next best-selling author.
Know why you're running an A/B test
Find it!
Part 2
More user research = better AB-tests
@agconsult
My preferred methods & tools
• User testing (Morae)
• Eyetracking (MyGaze eyetracker, Tobii)
• User Analytics (with Google...
User testing with eyetracking
Put your calls-to-action where
people see them
I know this doesn't sound very innovative. But it’s really important.
+ 45,9% clicks on "Get a quote"
+ 15,6% clicks on "Book a test drive"
Google Analytics
Sliders suck. Always.
Except when they are just image slides. Without separate messages.
25% of all clicks
25%
35%
2 to 5%
28% more clicks
55% more clicks
Don't hide (important) stuff on
mobile
People do scroll. Don't worry.
+ 10% brochure requests
Remove navigation on landing pages
& for people coming from AdWords
When navigation turns into a distraction, remove or hi...
Removing the main navigation for AdWords visitors,
resulted in a significant lift in bookings. (Sorry, I'm
not allowed to ...
User session recordings & mouse heatmaps
Use tools to find where the problem
areas are
And use your brain or user input to make them better.
Only 52,41% of visitors scrolled to this part
Original
Variation
32,5% more people reach this point:
- Our version: 69,45%
- Original: 52,41%
44,1% more people reach this point
100% more ...
Repeat your CTA at the bottom of
your page
Believe me. This works. Always.
43,8% more clicks
3x more people going from a content
page to a product page
Form analysis (& user session recording)
Make forms as easy as possible
And use tools to reveal where the real problems are. Don't guess.
Formisimo revealed which fields caused most problems
52,9% more requests for offer
Explain why you want certain
information
Make sure you use positive words. You don't want to scare your visitors.
35,4% more forms submitted
Targeted surveys
On the homepage of a webshop,
do you push products or
product categories?
What is the purpose of your visit to our website today?
+ 188% more clicks
+ 75% more sales from homepage visitors
Push product categories instead of
individual products
This depends from site to site. But most of the time it works. Big ...
Give people what they want
As long as it helps your business.
.
What is the purpose of your visit to our website today?
23 times more people use the dealer locator
Use the same words your users do
Not the ones you use.
.
14,3% more searches
Make it easy to choose/compare
Make sure you use the main decision criteria and emotional triggers of
your users
.
What’s important for you when choosing a new car?
Besides the way it looks.
• 7,5% more clicks to model pages
• Even a bigger increase in number
of requests for offer
Place what's important for your
visitors on the left side of your page
This can sometimes make a difference. Sometimes it ...
What are the most important things when buying a
used car?
26% more reservations
Know what your clients & visitors want
And get filthy rich 
.
What convinced you the most to decide to ask a
quote?
Was there something that made you hesitate?
If so, what?
77,1% more ...
Wait…
I have a free bonus tip
@agconsult
Get my free ebook now
 10 conversion tips that work on every website
 15 cases from the real world
 6 best practices fr...
The Truth Is Out There - User Research Based AB-Testing
The Truth Is Out There - User Research Based AB-Testing
The Truth Is Out There - User Research Based AB-Testing
The Truth Is Out There - User Research Based AB-Testing
The Truth Is Out There - User Research Based AB-Testing
The Truth Is Out There - User Research Based AB-Testing
The Truth Is Out There - User Research Based AB-Testing
The Truth Is Out There - User Research Based AB-Testing
The Truth Is Out There - User Research Based AB-Testing
The Truth Is Out There - User Research Based AB-Testing
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The Truth Is Out There - User Research Based AB-Testing

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Stop guessing! Stop copying tests you've seen! Don't blindly follow best practices! Your website, your users, your products are unique. Use Google Analytics, surveys, mouse tracking, eyetracking etc. to find the gaps in your website and texts. This will enable you to create better ab-tests.

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The Truth Is Out There - User Research Based AB-Testing

  1. 1. How to create better A/B tests based on user research Karl Gilis @agconsult
  2. 2. Part 1 The joy of A/B testing @agconsult
  3. 3. Welcome to the world of AB-testing
  4. 4. Where people test every idea that pops into their head
  5. 5. Which results in stupid tests…
  6. 6. Where people copy tests they've seen on the web
  7. 7. And blindly follow so-called best practices
  8. 8. Green check marks always work! Really?
  9. 9. No matter what the bullets said, the green checkmark versions always won.
  10. 10. And so the green checkmark myth was born  This product sucks  Burning your money is better than buying this sh*t  Read my lips: DO NOT BUY THIS!
  11. 11. Nothing. Zilch. Nada. -5,1% -5,9%
  12. 12. Nothing. Zilch. Nada.
  13. 13. It's not because you own a typewriter, you'll become the next best-selling author.
  14. 14. Know why you're running an A/B test
  15. 15. Find it!
  16. 16. Part 2 More user research = better AB-tests @agconsult
  17. 17. My preferred methods & tools • User testing (Morae) • Eyetracking (MyGaze eyetracker, Tobii) • User Analytics (with Google Analytics) • User session recordings (Mouseflow, Inspectlet, Hotjar) • Mouse heatmaps (Hotjar, CrazyEgg) • Form analysis (Formisimo) • Targeted mini surveys (Qualaroo, Hotjar,…)
  18. 18. User testing with eyetracking
  19. 19. Put your calls-to-action where people see them I know this doesn't sound very innovative. But it’s really important.
  20. 20. + 45,9% clicks on "Get a quote" + 15,6% clicks on "Book a test drive"
  21. 21. Google Analytics
  22. 22. Sliders suck. Always. Except when they are just image slides. Without separate messages.
  23. 23. 25% of all clicks 25% 35% 2 to 5%
  24. 24. 28% more clicks
  25. 25. 55% more clicks
  26. 26. Don't hide (important) stuff on mobile People do scroll. Don't worry.
  27. 27. + 10% brochure requests
  28. 28. Remove navigation on landing pages & for people coming from AdWords When navigation turns into a distraction, remove or hide it.
  29. 29. Removing the main navigation for AdWords visitors, resulted in a significant lift in bookings. (Sorry, I'm not allowed to share the exact number.)
  30. 30. User session recordings & mouse heatmaps
  31. 31. Use tools to find where the problem areas are And use your brain or user input to make them better.
  32. 32. Only 52,41% of visitors scrolled to this part
  33. 33. Original
  34. 34. Variation
  35. 35. 32,5% more people reach this point: - Our version: 69,45% - Original: 52,41% 44,1% more people reach this point 100% more visitors go to a product detail page 76,2% more requests for quote 57,8% more brochure downloads
  36. 36. Repeat your CTA at the bottom of your page Believe me. This works. Always.
  37. 37. 43,8% more clicks
  38. 38. 3x more people going from a content page to a product page
  39. 39. Form analysis (& user session recording)
  40. 40. Make forms as easy as possible And use tools to reveal where the real problems are. Don't guess.
  41. 41. Formisimo revealed which fields caused most problems
  42. 42. 52,9% more requests for offer
  43. 43. Explain why you want certain information Make sure you use positive words. You don't want to scare your visitors.
  44. 44. 35,4% more forms submitted
  45. 45. Targeted surveys
  46. 46. On the homepage of a webshop, do you push products or product categories?
  47. 47. What is the purpose of your visit to our website today?
  48. 48. + 188% more clicks + 75% more sales from homepage visitors
  49. 49. Push product categories instead of individual products This depends from site to site. But most of the time it works. Big time. .
  50. 50. Give people what they want As long as it helps your business. .
  51. 51. What is the purpose of your visit to our website today?
  52. 52. 23 times more people use the dealer locator
  53. 53. Use the same words your users do Not the ones you use. .
  54. 54. 14,3% more searches
  55. 55. Make it easy to choose/compare Make sure you use the main decision criteria and emotional triggers of your users .
  56. 56. What’s important for you when choosing a new car? Besides the way it looks.
  57. 57. • 7,5% more clicks to model pages • Even a bigger increase in number of requests for offer
  58. 58. Place what's important for your visitors on the left side of your page This can sometimes make a difference. Sometimes it doesn't do sh*t. .
  59. 59. What are the most important things when buying a used car?
  60. 60. 26% more reservations
  61. 61. Know what your clients & visitors want And get filthy rich  .
  62. 62. What convinced you the most to decide to ask a quote? Was there something that made you hesitate? If so, what? 77,1% more requests for quote
  63. 63. Wait… I have a free bonus tip @agconsult
  64. 64. Get my free ebook now  10 conversion tips that work on every website  15 cases from the real world  6 best practices from leading websites  www.agconsult.com/ebook.html  www.slideshare.net/agconsult Already more than 3.216 downloads

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