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A/B Mythbusters: Common Optimization Objections Debunked

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For every $92 marketers spend to drive traffic to their website, only $1 is spent on optimizing the experiences visitors encounter when they get there. But with the proven benefits of testing, why aren’t more companies spending on optimization? We’ve compiled a list of common objections to testing and asked digital marketers what they have to say about them.

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A/B Mythbusters: Common Optimization Objections Debunked

  1. 1. A/B MYTHBUSTERS Common Optimization Objections: Debunked!
  2. 2. For every $92 marketers spend to drive traffic to their website, only $1is spent on optimizing the experiences visitors encounter when they get there With the proven benefits of testing, why aren’t more companies spending on optimization?
  3. 3. For every $92 marketers spend to drive traffic to their website, only $1is spent on optimizing the experiences visitors encounter when they get there With the proven benefits of testing, why aren’t more companies spending on optimization? We’ve compiled a list of common objections to testing and asked our customers what they have to say about them. (Source: Econsultancy)
  4. 4. Your website already rocks…
  5. 5. Your website already rocks… MYTH BUSTED or does it?
  6. 6. Today, internet users expect MORE THAN EVER BEFORE.
  7. 7. Today, internet users expect MORE THAN EVER BEFORE. Figuring out the right experience to deliver customers is one of the most valuable questions online businesses like yours can answer.
  8. 8. “We’re maybe as good as a coin-flip at guessing what’s going to be best for our users. We rely on testing to just make better decisions.” Peter Koechley Co-founder
  9. 9. You don’t have time for testing
  10. 10. You don’t have time for testing MYTH BUSTED It’s quicker than you think
  11. 11. You can get a test up and running…
  12. 12. You can get a test up and running… in a matter of MINUTES
  13. 13. “Optimizely made building the experiment quick and painless. Within two weeks we’d figured out how to boost trial sign-ups by 24%.” Paul Godfrey Senior Developer
  14. 14. You have a lot of other priorities. Maybe you’ll bring on A/B testing next quarter
  15. 15. You have a lot of other priorities. Maybe you’ll bring on A/B testing next quarter MYTH BUSTED The time to start testing is YESTERDAY
  16. 16. The average conversion rate 3%FOR AN E-COMMERCE WEBSITE IS ONLY
  17. 17. The average conversion rate 3%FOR AN E-COMMERCE WEBSITE IS ONLY For a SaaS site, it’s 7% and for media, it’s 10%. A/B testing is the most used method for improving conversion rates. (Source: Search Marketing Standard)
  18. 18. “My only regret is that we didn’t start optimizing from day one. One of our early experiments generated a $40k return in monthly marketing ROI. My advice? If you care enough to install Google Analytics, you should be A/B testing as well.” Steve Cannon
  19. 19. Your internal testing platform works just fine
  20. 20. Your internal testing platform works just fine MYTH BUSTED Optimizely supports your business more quickly and flexibly than homegrown solutions
  21. 21. “We were initially using a testing platform built and operated in-house, but found out quickly it was difficult to develop and lacked the functionality needed to test frequently. Optimizely has vastly improved our process by facilitating better flexibility, analysis, and reporting.” Eric Hanser, Lead Strategist
  22. 22. You’re doing a site redesign and don’t have time to focus on testing until after that
  23. 23. You’re doing a site redesign and don’t have time to focus on testing until after that MYTH BUSTED A redesign without testing is a waste of time and resources
  24. 24. Testing before and during a redesign helps you understand WHAT’S WORKING WHAT ISN’T before you spend time designing and implementing changes.
  25. 25. Testing before and during a redesign helps you understand WHAT’S WORKING WHAT ISN’T before you spend time designing and implementing changes. That way, your team can focus on building things that are proven to drive results.
  26. 26. “A/B testing was extremely important in our website redesign process. Instead of launching the new site and analyzing the results later, we could try different variations and see what worked during the design process.” Do Kil Creative Director
  27. 27. “Testing influences the product and design teams to build things in a certain way. We can measure things like how much money we saved because we stopped a certain design from going out - it’s very powerful.” Brian Ashbaugh Senior User Researcher
  28. 28. You want to do more advanced testing, but don’t have the development resources to set it up
  29. 29. You want to do more advanced testing, but don’t have the development resources to set it up MYTH BUSTED You can do a whole lot without any development resources at all
  30. 30. With Optimizely’s visual editor, BUILD and launchANYONE EXPERIMENTS IN MOMENTS. CAN
  31. 31. Optimizely’s a visual editor, BUILD and launchANYONE EXPERIMENTS IN MOMENTS. CAN Even without technical know-how, users can track clicks and pageviews, build audiences for custom targeting, and QA experiment interactions for any given user.
  32. 32. “Optimizely was a superb platform for the task, saving many hours of ‘engineering time’ and making the testing process easy for team members with less technical skills (but other priceless qualities).” Shai Alon Front End Engineer
  33. 33. You don’t have the budget
  34. 34. You don’t have the budget MYTH BUSTED The ROI speaks for itself
  35. 35. Successful brands and companies have seen HUGE WINS President Obama raised an additional $60 m using website optimization.
  36. 36. Successful brands and companies have seen HUGE WINS President Obama raised an additional $60 m using website optimization. SmartWool boosted revenue per visitor by 17%. The Guardian increased subscriptions by 46%.
  37. 37. “We tested using different images on the homepage of our site. The result - a 14% lift in conversions, which had a sales value of 2 million USD per year.” Martin Vinter Online Business Development
  38. 38. “Testing with Optimizely pays for itself. With all the gains in conversions, in addition to how fast I can get a test turned around - literally the man hours I’m saving by not having to leverage the tech team as much - those are huge impacts to our business.” David Yeom VP of Marketing
  39. 39. You only need to run 1 or 2 tests to learn all you need to know about your site
  40. 40. You only need to run 1 or 2 tests to learn all you need to know about your site MYTH BUSTED You’ll be surprised by what you can learn from proper and continuous testing
  41. 41. “There are 100 ideas we want to test in the near future. Optimizely adds to our ability to move quickly and build on our site - test early, test often, launch early, launch often.” Peter Koechley Co-founder
  42. 42. You don’t know how to get started
  43. 43. You don’t know how to get started MYTH BUSTED Don’t worry, we’ve got your back!
  44. 44. Ready to learn what optimization can do for you? to learn more & get started today! proudly brought to you by Request a demo

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