Presentation by Justin Rondeau - WhichTestWon at the #ab40 meetup from http://meetup.com/onlineoptimizers on May 28th 2014 in London.

1. Tests
with
Knock
Out
results
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2. ©2014,
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“Just
who
do
you
think
you
are?”

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Someone
with
a
very
unique
perspecDve
of
the
industry
Evaluate
Other
People’s
Tests
Conduct
My
Own
Tests
Train
In-­‐House
TesDng
Teams

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I
see
1000+
tests
per
year
across
virtually
every
industry
verDcal
Evaluate
Other
People’s
Tests
Conduct
My
Own
Tests
Train
In-­‐House
TesDng
Teams

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@Jtrondeau
Things
You’ll
Hear
Tonight:
• Using
TesDng
to
Grow
Your
Business
• How
to
Severely
#$%^
Up
Your
Tests
• Psychology
Techniques

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What
You’ll
Hear
From
Me:
High
Impact
Pages
to
Start
On
Example
of
Elements
that
are
Worth
TesDng

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@Jtrondeau
Start
Low,
Aim
Big

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@Jtrondeau
Start
Low
Begin
on
Pages
Closest
to
Your
Long-­‐Term
ConverDng
AcDon
Think
Checkout,
Cart,
or
Thank-­‐You
Pages

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@Jtrondeau
Why?
Most
qualified
traffic
Easier
to
quanDfy
converDng
acDon

10. ©2014,
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Anne
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Ventures
Inc.
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rights
reserved.
@Jtrondeau

11. ©2014,
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Ventures
Inc.
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@Jtrondeau
Results:
3.6%
Li^
in
AOV
Brand:
3Suisses
Agency:
AlDma
Tech:
Avenseo

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@Jtrondeau
Aim
Big
Go
for
Pages
with
the
Highest
PotenDal
Li^*

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@Jtrondeau
The
Infamous
‘*’
This
doesn’t
mean
‘Go
for
your
worst
performing
page’
Page
A
Page
B
Conversion
Rate
.05%
2.5%
30%
Li^
.065%
3.25%
Difference
.015%
.75%

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@Jtrondeau
10%
li^
of
a
badly
performing
page
worth
$100
=
$10
10%
li^
of
a
well
performing
page
worth
$10,000
=
$1,000

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@Jtrondeau
You
may
be
able
to
apply
the
learnings
from
tests
on
high-­‐performance
pages
to
li^
lower-­‐
performing
pages
later.

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@Jtrondeau
Why?
Higher
Li^s
Require
Smaller
Sample
Sizes
Lowest
Hanging
Fruit

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@Jtrondeau

18. ©2014,
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Ventures
Inc.
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rights
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@Jtrondeau
Results:
282%
Li^
in
Form
CompleDon
(on
this
page)
–
57%
Overall
Brand:
KinderCare
Agency:
ISITE
Design
Tech:
Adobe
Test
&
Target

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High
Impact
Test
Examples

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21. ©2014,
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Ventures
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@Jtrondeau
Results:
7.1%
increase
in
orders,
2.37%
increase
in
AOV,
9.64%
increase
in
RPV
Brand:
Anonymous
Agency:
Exclusive
Concepts
Tech:
SiteSpect
&
ConversionOnDemand

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23. ©2014,
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Ventures
Inc.
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rights
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@Jtrondeau
Results:
49%
Li^
in
Unique
Orders
&
51%
Li^
in
RPV
Brand:
Anonymous
Agency:
ConversionIQ
Tech:
Visual
Website
OpDmizer

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Ventures
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@Jtrondeau
Results:
28.2%
Li^
in
Clicks
at
99.9%
Confidence
Brand:
Suzuki
Belgium
Agency:
AG
Consult
Tech:
OpDmizely

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@Jtrondeau

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Ventures
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@Jtrondeau
Results:
14%
Li^
in
Unique
Purchases
Brand:
KRAS
Agency:
Online
Dialogue
Tech:
In-­‐House

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29. ©2014,
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Ventures
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@Jtrondeau
Results:
23.7
Li^
in
Unique
Sales
&
15.99%
Li^
in
RPV
(Both
at
96%
Confidence)
Brand:
Radley
Agency:
Red
Eye,
Inc.
Tech:
OpDmizely

30. ©2014,
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@Jtrondeau
Did
you
keep
score?
How’d
You
do?

31. Thanks
&
Contact
Info
Justin Rondeau
Chief Editor & Testing Evangelist
WhichTestWon
justinr@whichtestwon.com
(401) 354-7555 x33
@Jtrondeau