10 actionable tips before you start a/b testing #cro #abtesting

Hi, I’m Arnout Hellemans
and I will be talking about the 10 things to do
before you start a/b testing: there is so much
actionable stuff you can fix for more money, I’ll
inspire you.
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com
twitter.com/HELLEMANS

Focus on the right metric
Clicks? CTR? Traffic? Conversions? Conversion rate?
One question: How do you make money?
Arnout Hellemans | CW2017 | cw@onlinemarkethink.com |

Step #1
The basics.

404 pages can be killing
Paid channels ending up in nowhere.
Incoming links end up nowhere (seo and referral traffic)
Internal dead ends

How to find 404 pages
Google analytics search on 404 page title
Google webmaster console
Bing webmaster console
Use a crawler like screaming frog or semrush for internal broken links

Tip #1

Page not found title search (GA)

Tip #2

Crawl errors in Google Webmaster Console

Crawl errors in Bing webmaster tools

Tip #3

Tip #4

Speed; The need for speed.
Gtmetrix.com
Pagespeed insights
Webpagetest.org

Things to check:
Mobile usability, speed and more, responsive might not cut it.

Tip #5

Tip #6

Speed v2.
HTTP/2
PHP7 and Server tweaking

Tip #7

Page title and meta description.
Everyone thinks it’s SEO
but
It’s more, it’s the start of your funnel!

Title and meta description
research.
Tips:
Do a site:domainname.com search and check the results.
Combine GA and Screaming frog.

Tip #8

Google Analytics
Ecommerce script.
“Ecommerce tracking allows you to measure the number of
transactions and revenue that your website generates”
Source: Google

Focus on where you make the
money.
Work from margin.
Extra dimensions in all reports.

Tip #9

Form optimisation.
Don’t ask too much. Keep it simple.
Communicate payment methods.
Communicate delivery times and options.
Inline validation.
Measure your errors.
Context of the form.

Inline validation

Inline validation tracking.
Use GA event tracking for the big picture.
Use Hotjar to see it happening.

Inline validation errors in GA

Drill down in the fields

Hotjar tags the same as GA

Tip #10

Google Analytics

Exclude internal traffic and
Spam in Google analytics.
Don’t screw your results by measuring the wrong things.
Internal sessions won’t convert (just testing!)
Google analytics spam happens, and can be huge.

Google analytics; no internal
UTM tagging.
Every click is an extra session (Conversion rate is based on sessions)
You lose the original traffic source.

Internal UTM tagging
http://www.easyjet.com/en/holidays/deals/winter-sun-
deals/?utm_medium=referral&utm_source=easyjet.com/en/&utm_ca
mpaign=menu&utm_content=Section4Link5

My toolset
Google analytics
Google webmaster console
Hotjar
Screaming frog seo spider
SEMrush
Nerdydata
And finally:
My brain

Thanks for joining me!
Arnout Hellemans
cw@onlinemarkethink.com
Twitter: @hellemans

10 actionable tips before you start a/b testing #cro #abtesting

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