All About Testing By Jim BorzilleriCEO and Founder of
Overview Intro to TestingThe 4 Types of TestsBest Elements to Test Rules of Testing Q&A
Who Should Be Testing? ü Anyone who makes money online ü Advertisers/Merchants ü Affiliates ü Search Marketers - PPC and Organic ü Lead Gen ü All E-Commerce Websites!
What is Website “Testing”?ü Testing: Solving the age old problem of “What works best” (trying new variations of your website)ü Conversion Rate: The ratio of the number people who complete a desired action versus the number of total visitors. For example if 100 people visit your website, and 3 buy, your conversion rate would be 3%.ü Control: The unmodified version of the page you’re trying improve.ü Variation: A different version of a website element.
The Math of TestingAssumptions:Media Spend: $10,000Assume 10,000 Visitors ( $1 CPV)Total Sales = 200 ( 2% Conversion)Profit Per Sale = $100Profit = $20,000
Testing is Very Proﬁtable After Testing:10% IncreaseConversion Rate from 2% to 2.2%10k Visitors x 2.2% conversion = 220 Sales20 Additional Sales = $2000 Additional Profit or 20%25% increaseConversion Rate from 2% to 2.5%10k Visitors x 2.5% conversion = 250 Sales50 Additional Sales = $5000 Additional Profit or 50%
The ROI of Testing All That From the Same Traffic you Already Pay for!The Return on Investment is HUGE There is NO Limit!
So Why isn’t Everybody Testing? ü Testing is to complicated! ü Don’t Need To – website works already ü Requires programmers/programming ü Not sure if your changes will work ü Unsure what to test ü Don’t understand testing
#5 Test Your Cart 14% Don’t want to register12% Felt site was asking for too much info 11% Checkout too long/confusing
#6 Test Fontsü Test a Larger Font Size • Makes it Easier to See on the Page • Makes it easier to Readü Test a Different Fontü Test a Different Color Font • Make it Stand Out on the Page • Can Produce Different Emotions • For example, Blue is Safe, etc..
#7 Test Layoutsü Price Positioning & Sizeü Page Formatü Image Positionsü Text Formats
#8 Test Security Sealsü SSL Sealsü Trust Sealsü Privacy
Update: Test Social Proofü Social Proofü Likes/ Followersü Testimonialsü Must be tested
Review of What to Test- 8 Most Popular Elements① Headlines ⑤ Shopping Cart② Calls to Action ⑥ Fonts③ Buttons ⑦ Layouts④ Images ⑧ Security Seals
Testing RulesLittle Things That Make aBig Difference
Rule #1Test Everythingü Don’t stop at 1 elementü A small change can be hugeü Nothing is sacred
How?Adopting a Culture of Testingü Adopt a New Policy - Test Every Web Site and Landing Pageü All your commercial websites should be tested 100% of the time.ü Increasing you conversion rate is addictive and very profitable.
Rule #2 Speed Matters!ü Always make sure you have a fast websiteü Amazon claims every second of delay loses 1% conversion!ü Test speed all the way through your funnel - not just one page
Rule #3 5 Second Ruleü Show your website/page to someone for 5seconds then hide itü If they can’t tell you the primary purpose ofthe site is, you have a problemü Always make sure visitors get a chance toread your most important text – headlines.
Rule #4 Avoid Clutterü Simple can be betterü Most pages have too much infoü Make it easy to “get it”*An exception to this rule would be for sites designed to provide ahigh level of detail like a “product detail” page.
Wrapping it UpIntroduction to Testing 4 Types of Tests Best Elements to Test Rules of Testing
Why Start Right Now? ü More Profit / Sales /Customers ü Better Website Usability ü Increased Conversions ü Happier Website Visitors and in case you missed it….