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Exploring the full range of a:b testing opportunity - SAScon 2015

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Matt Lacey's CRO presentation form SAScon2015 exploring how small and radical changes can both impact conversion in a significant way.

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Exploring the full range of a:b testing opportunity - SAScon 2015

  1. 1. @matt_lacey12 #SASCon EXPLORING THE FULL RANGE OF A/B TESTING OPPORTUNITY Matt Lacey Head of Optimisation
  2. 2. @matt_lacey12 #SASCon Team of leading conversion optimisation specialists Head office in Manchester, with clients across UK and Europe Work with brands to analyse, research, test and optimise site experiences ABOUT PRWD
  3. 3. @matt_lacey12 #SASCon “We’ll make the big changes and you can just do the optimisation.” “Conversion Optimisation & Continuous Improvement are part of our DNA.”
  4. 4. @matt_lacey12 #SASCon CONVERSION OPTIMISATION IS NOT JUST TESTING ... ... BUT IT IS AN ESSENTIAL ELEMENT.
  5. 5. @matt_lacey12 #SASCon Four Options: 1. Control – (4 months FREE) 2. Variation A – (SAVE £22) 3. Variation B – (SAVE 38%) 4. Variation C – remove ‘(cancel anytime)’ from monthly WHICH TEST WON? 12.5%overall increase in subscriptions for Variation A (SAVE £22)
  6. 6. @matt_lacey12 #SASCon 1.  Control - Annual £39.99 (Save £44) 2. Variation – £3.33 per month (£39.99 annually) WHICH TEST WON? 77%overall increase in annual subscriptions for the Variation
  7. 7. @matt_lacey12 #SASCon “We had gotten really good at optimising, tuning and iterating, but in the process we had lost sight of the purpose of those activities: testing a clear business hypothesis in the service of the company’s vision.” Eric Ries, Author the Lean Startup
  8. 8. @matt_lacey12 #SASCon GET REVISING SIGN-UP TABLE “ Price doesn’t put me off, although the basic package is more than enough for me. I think the site has already got everything I need. Moderated user research participant
  9. 9. @matt_lacey12 #SASCon
  10. 10. @matt_lacey12 #SASCon GET REVISING SIGN-UP TABLE 185%increase in premium subscriptions with a small drop in free subscriptions. This was seen to be a good trade-off.
  11. 11. @matt_lacey12 #SASCon UI TWEAKING BUSINESS HYPOTHESIS TESTING OPPORTUNITY
  12. 12. @matt_lacey12 #SASCon THANKS FOR LISTENING MATT LACEY Head of Optimisation @matt_lacey12

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