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How to A/B Test with WordPress: Conversions Aren’t Just for Landing Pages

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This is not a marketing presentation on how to get more conversions. In this presentation we’ll walk through best practices for integrating A/B testing tools and plugins like Visual Web Optimizer and Optimizely for WordPress. We will also look at how to properly setup template pages, embed tracking codes and how to manage your content and media for testing across multiple devices.

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How to A/B Test with WordPress: Conversions Aren’t Just for Landing Pages

  1. 1. #WCMTL How to A/B Test with WordPress Conversions Aren’t Just for Landing Pages
  2. 2. Before we can start testing, we must understand the fundamentals. #WCMTL 2015
  3. 3. Let’s begin with the 7 Principles of Conversion Centered Design #WCMTL 2015
  4. 4. Let’s begin with the 7 Principles of Conversion Centered Design #WCMTL 2015 as outlined by Oli Gardner (Unbounce) and Dan McGraw (KissMetrics)
  5. 5. 1 #WCMTL 2015 Attention Ratio This is the ratio of interactive elements (links) on a page vs. conversion goals (which is always one). Basically, focus the user attention on one thing and one thing only!
  6. 6. 2 #WCMTL 2015 Conversion Coupling This is the pre-click experience vs. the post-click landing experience. Basically, make sure your ad design and message match - consistency is key!
  7. 7. 3 #WCMTL 2015 Contextual Design Put the users experience into context with his/her environment. Basically, make sure the experience, look and feel, makes contextual sense to the user.
  8. 8. 4 #WCMTL 2015 Congruent Design Ensure all elements on your page align to produce a cohesive message. Basically, all elements should work together, not against each other.
  9. 9. 5 #WCMTL 2015 Clarity Create a simple, easily digestible and delightful experience. Basically, make it dead simple for your users to understand.
  10. 10. 6 #WCMTL 2015 Credibility Use trust signals and be transparent. People need to trust your brand is ther going to give you anything. Basically, add testimonials, social proof, etc.
  11. 11. 7 #WCMTL 2015 Conversion Continuance Find ways to gather an additional conversion. These ways can include kickback emails, thank you pages, registration confirmations, etc. Basically, always be converting :)
  12. 12. Phew ... But, we’re still not ready to test yet. #WCMTL 2015
  13. 13. #WCMTL 2015
  14. 14. Are you ready for what’s next? #WCMTL 2015
  15. 15. Are you ready for what’s next? That’s a CTA :) #WCMTL 2015
  16. 16. Let’s begin with CTA design #WCMTL 2015
  17. 17. A good CTA design should #WCMTL 2015
  18. 18. A good CTA design should #WCMTL 2015 ... be short and sweet
  19. 19. A good CTA design should #WCMTL 2015 ... be short and sweet ... describe what will happen when clicked
  20. 20. Examples #WCMTL 2015 CTA
  21. 21. Examples #WCMTL 2015 CTA CTA Supporting Statement
  22. 22. Examples #WCMTL 2015 CTA CTA Supporting Statement CTA Supporting Statement
  23. 23. Examples #WCMTL 2015 CTA CTA Supporting Statement CTA Supporting Statement In action (a workshop) Save my spot There are a limited number of seats
  24. 24. #WCMTL 2015
  25. 25. Now let’s talk CTA placement #WCMTL 2015 THE FOLD
  26. 26. A CTA can be #WCMTL 2015
  27. 27. A CTA can be #WCMTL 2015 ... above the fold a.k.a. the five point punch
  28. 28. A CTA can be #WCMTL 2015 ... above the fold a.k.a. the five point punch ... below the fold a.k.a. page narrative
  29. 29. The Five Point Punch #WCMTL 2015
  30. 30. The Five Point Punch #WCMTL 2015 A descriptive headline1
  31. 31. The Five Point Punch #WCMTL 2015 A descriptive headline1 A supporting sub-headline2
  32. 32. The Five Point Punch #WCMTL 2015 A descriptive headline1 A supporting sub-headline2 A brief statement that describes the benefits of the product or service • Supportive bullet point • Another point • Another point 3
  33. 33. The Five Point Punch #WCMTL 2015 A descriptive headline1 A supporting sub-headline2 A brief statement that describes the benefits of the product or service • Supportive bullet point • Another point • Another point 3 Supporting Statement4
  34. 34. The Five Point Punch #WCMTL 2015 THE FOLD A descriptive headline1 A supporting sub-headline2 A brief statement that describes the benefits of the product or service • Supportive bullet point • Another point • Another point 3 CTA 5 Supporting Statement4
  35. 35. The Five Point Punch in action ... #WCMTL 2015 1 2 3 5 4
  36. 36. But, this doesn’t always work. #WCMTL 2015 Sometimes your audience needs more.
  37. 37. But, this doesn’t always work. #WCMTL 2015 Sometimes your audience needs more. With a narrative that goes below the fold we can tell a compelling story to help achieve our goal.
  38. 38. Long form page narrative #WCMTL 2015 In this example we tell the brand story in 5 panels. *TIP: With page narrative consider adding more than one CTA throughout the page pushing the user to the main action.
  39. 39. Long form page narrative #WCMTL 2015 In this example we tell the brand story in 5 panels. Hero1 *TIP: With page narrative consider adding more than one CTA throughout the page pushing the user to the main action.
  40. 40. Long form page narrative #WCMTL 2015 In this example we tell the brand story in 5 panels. Hero1 Benefits2 *TIP: With page narrative consider adding more than one CTA throughout the page pushing the user to the main action.
  41. 41. Long form page narrative #WCMTL 2015 In this example we tell the brand story in 5 panels. Hero1 Benefits2 Lower CTA3 *TIP: With page narrative consider adding more than one CTA throughout the page pushing the user to the main action.
  42. 42. Long form page narrative #WCMTL 2015 In this example we tell the brand story in 5 panels. Hero1 Benefits2 Lower CTA3 Trust Building4 *TIP: With page narrative consider adding more than one CTA throughout the page pushing the user to the main action.
  43. 43. Long form page narrative #WCMTL 2015 In this example we tell the brand story in 5 panels. Hero1 Benefits2 Lower CTA3 Trust Building4 Final CTA (form)5 *TIP: With page narrative consider adding more than one CTA throughout the page pushing the user to the main action.
  44. 44. Hold your horses ... we’re still not quite ready to test yet. #WCMTL 2015
  45. 45. It’s time to form some testable hypotheses #WCMTL 2015
  46. 46. We can test #WCMTL 2015
  47. 47. We can test #WCMTL 2015 ... headline copy
  48. 48. We can test #WCMTL 2015 ... headline copy ... CTA design and button copy
  49. 49. We can test #WCMTL 2015 ... headline copy ... CTA design and button copy ... form length and design
  50. 50. We can test #WCMTL 2015 ... headline copy ... CTA design and button copy ... form length and design ... page length
  51. 51. We can test #WCMTL 2015 ... headline copy ... CTA design and button copy ... form length and design ... page length ... etc
  52. 52. How do we decide what to test? #WCMTL 2015
  53. 53. How do we decide what to test? We base it on insight gathered from user feedback: surveys, live chat tools, heatmaps, etc. #WCMTL 2015
  54. 54. Now we can formulate our hypotheses. #WCMTL 2015
  55. 55. Now we can formulate our hypotheses. #WCMTL 2015
  56. 56. To perform an A/B test we need #WCMTL 2015
  57. 57. To perform an A/B test we need #WCMTL 2015 ... at least 100+ unique visitors (for an MVT we need at least 10x this)
  58. 58. To perform an A/B test we need #WCMTL 2015 ... at least 100+ unique visitors (for an MVT we need at least 10x this) ... to run the test for at least a week to gather sufficient data
  59. 59. Example #WCMTL 2015 The hypothesis By adding supportive bullet point below the headline, we’d see a lift in the number of click-throughs. The outcome The B variant (the treatment page) produced a conversion lift of 28 per cent over the control page.
  60. 60. Example #WCMTL 2015 The hypothesis By adding supportive bullet point below the headline, we’d see a lift in the number of click-throughs. The outcome The B variant (the treatment page) produced a conversion lift of 28 per cent over the control page.
  61. 61. Example #WCMTL 2015 Headline test In this example we’re testing 2 headlines against each other. The hypothesis for testing the secondary headline is that by creating an emotional and personal statement potential customers will be more apt to join.
  62. 62. Example #WCMTL 2015 Headline test In this example we’re testing 2 headlines against each other. The hypothesis for testing the secondary headline is that by creating an emotional and personal statement potential customers will be more apt to join.
  63. 63. Example #WCMTL 2015 Now we track the results ... Test Variant Headline Copy Conversion Rate Conversion Lift Control An online personalized shopping experience, delivered straight to your door. 4.82% --- Variant 1 Your wardrobe hand picked by your personal stylist, delivered to your door.  11.12% +130% Potential Variant 2 Men’s clothing and accessories curated. --- ---
  64. 64. Example #WCMTL 2015 Now we track the results ... Test Variant Headline Copy Conversion Rate Conversion Lift Control An online personalized shopping experience, delivered straight to your door. 4.82% --- Variant 1 Your wardrobe hand picked by your personal stylist, delivered to your door.  11.12% +130% Potential Variant 2 Men’s clothing and accessories curated. --- ---
  65. 65. Example #WCMTL 2015 We can run a CTA test ... Test Variant CTA Copy Conversion Rate Conversion Lift Control BUY AURAGIN NOW --- --- Variant 1 BUY AURAGIN --- --- Variant 2 GET AURAGIN --- ---
  66. 66. Example #WCMTL 2015 We can run a CTA test ... Test Variant CTA Copy Conversion Rate Conversion Lift Control BUY AURAGIN NOW --- --- Variant 1 BUY AURAGIN --- --- Variant 2 GET AURAGIN --- ---
  67. 67. Example #WCMTL 2015 Test your forms ... Form in hero Click to scroll to form in panel Form in modal 5.84% 3.74% 4.29%
  68. 68. Example #WCMTL 2015 Test your forms ... Form in hero Click to scroll to form in panel Form in modal 5.84% 3.74% 4.29%
  69. 69. We can also test #WCMTL 2015
  70. 70. We can also test #WCMTL 2015 ... incentives and exclusives
  71. 71. We can also test #WCMTL 2015 ... incentives and exclusives ... upsells, downsells, cross sells
  72. 72. We can also test #WCMTL 2015 ... incentives and exclusives ... upsells, downsells, cross sells ... free trial vs. freemium
  73. 73. We can also test #WCMTL 2015 ... incentives and exclusives ... upsells, downsells, cross sells ... free trial vs. freemium... behind the scenes look
  74. 74. We can also test #WCMTL 2015 ... incentives and exclusives ... upsells, downsells, cross sells ... free trial vs. freemium... behind the scenes look ... competitor comparison
  75. 75. We can also test #WCMTL 2015 ... incentives and exclusives ... upsells, downsells, cross sells ... free trial vs. freemium... behind the scenes look ... competitor comparison ... testimonials, social proof, trusted by
  76. 76. We can also test #WCMTL 2015 ... incentives and exclusives ... upsells, downsells, cross sells ... free trial vs. freemium... behind the scenes look ... competitor comparison ... testimonials, social proof, trusted by ... coupons
  77. 77. We can also test #WCMTL 2015 ... incentives and exclusives ... upsells, downsells, cross sells ... free trial vs. freemium... behind the scenes look ... competitor comparison ... testimonials, social proof, trusted by ... coupons ... ratings
  78. 78. We can also test #WCMTL 2015 ... incentives and exclusives ... upsells, downsells, cross sells ... free trial vs. freemium... behind the scenes look ... competitor comparison ... testimonials, social proof, trusted by ... coupons ... ratings ... first vs. second person copy
  79. 79. We can also test #WCMTL 2015 ... incentives and exclusives ... upsells, downsells, cross sells ... free trial vs. freemium... behind the scenes look ... competitor comparison ... testimonials, social proof, trusted by ... coupons ... ratings ... first vs. second person copy ... urgency
  80. 80. #WCMTL 2015 OK ... But, what does this have to do with WordPress?
  81. 81. #WCMTL 2015 CCD, CRO and LPO principles can be applied to any entry page online: ... landing pages ... email ... product pages ... app pages ... pricing pages ... contact pages ... etc.
  82. 82. #WCMTL 2015 Here are a few WordPress plugins to help you get the job done • Optimizely • Visual Web Optimizer • Convert Experiments by Yoast • Nellio A/B Testing • Ultimate Landing Page • wBounce
  83. 83. #WCMTL 2015 Optimizely - A/B Test Headlines
  84. 84. #WCMTL 2015 Optimizely - A/B Test Headlines
  85. 85. #WCMTL 2015 Optimizely - Page Variants
  86. 86. #WCMTL 2015 Optimizely - Page Variants
  87. 87. #WCMTL 2015 Convert Experiments by Yoast
  88. 88. #WCMTL 2015 Convert Experiments by Yoast
  89. 89. #WCMTL 2015 Nelio A/B Testing - Many tools ...
  90. 90. #WCMTL 2015 Nelio A/B Testing - Many tools ...
  91. 91. Nelio Heatmaps #WCMTL 2015 Example from a KissMetrics study (https://blog.kissmetrics.com/eye-tracking-studies/)
  92. 92. Nelio Heatmaps #WCMTL 2015 Example from a KissMetrics study (https://blog.kissmetrics.com/eye-tracking-studies/)
  93. 93. Ultimate Landing Page #WCMTL 2015
  94. 94. Ultimate Landing Page #WCMTL 2015
  95. 95. wBounce #WCMTL 2015
  96. 96. wBounce #WCMTL 2015
  97. 97. #WCMTL 2015 Of course there are other landing page options ... • Unbounce • Leadpages • Lander • Instapage • Hubspot • Marketo • PageWiz
  98. 98. #WCMTL 2015 and some great 3rd party tools ... • Crazyegg • Kissmetrics • Rooster • Wistia • Receiptful
  99. 99. Now, be patient and keep optimizing. #WCMTL 2015
  100. 100. Thank You! #WCMTL 2015 DayChamp.cc @day_champ @digibomb BrendanSeraShriar.com

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