SlideShare a Scribd company logo
HelloI am Taruna.
Digital Marketer at Wingify, and
absolutely awed by the power of
A/B testing and <3 all things data.
What am I going to talk about?
7 LESSONS
100s of A/B testing
campaigns
7 CRO lessons learned after going through 100s of A/B testing case studies
Lesson #1: If you want to make
more friends, build less doors!
What this means?
If you want more conversions:
Reduce clicks
Eliminate steps
Avoid URL changes
Example: 33.4% increase in conversion rate
Lesson #2: Imitate and learn,
but don’t forget to be yourself
i.e. sexy!
What this means?
When copying best practices and going by the rule book,
remember
Your target audience is very different from
some other company’s
Just because another company got a win
from an a/b test, it will not necessarily work
for you
Example 1: When cross-selling and up-selling
didn’t work…
5.6% increase in orders
Example 2: When social sharing button didn’t
work…
11.9% increase in clickthrough of CTA button
Lesson #3: If you’ve got it,
flaunt it!
What this means?
Clearly display on your webpages:
Your value proposition
Competitive advantage, if any
Social proof and other credibility indicators
Example: A/B testing testimonials increased
conversion rate by 22%
Example: Showing price comparison clearly
increased conversions by 10%
Lesson #4: Unless you’re too
cool to need introduction,
put your best foot forward!
What this means?
Don’t shy away from adding:
Explanatory copy, credibility indicators and FAQs on your pages
*But of course, if you’re Facebook, Linkedin, Quora or VWO and
people already love and adore you, you can just keep it simple and
minimum.
Example: Adding FAQs & testimonials on lead
generation page increased sign-ups by 373%
Lesson #5: The color of your
CTA buttons is not going to
get you sales!
What this means?
Red is not a better color choice than green or blue or yellow. And
vice versa.
CTA button color should be unique and in contrast to other colors on
your page
Train your visitors with your website’s color key
7 CRO lessons learned after going through 100s of A/B testing case studies
Lesson #6: Don’t A/B test
copy, A/B test the
message!
What this means?
Meaning, not the words, really matter.
Test only those copy changes which will affect users’ decisions and
motivations.
Example 1: Sub-headline test increased
conversions by 69%
Example: Headline test increased
subscriptions by 10%
Lesson #7: Images
convey a thousand
words, use them wisely!
What this means?
 Don’t think of images just as glamour quotients of your webpages.
Example: Image A/B test increased
conversions by 40%
dhanyawaad!
Want more lessons?
 @Taruna2309 
Edit: Here’s a sketch note made live during the
talk by a dear friend who I absolutely adore.
Thanks Aakansha <3

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7 CRO lessons learned after going through 100s of A/B testing case studies