Optimize your webpages for more conversions with professional online testing tools and processes. Eworks WSI Cyprus optimizes your conversion rate using an online testing methodology that is outlined in the attached presentation. We serve businesses in Nicosia, Limassol, Larnaca and Pahos in Cyprus.

1. Online Testing – the
O li T i h
light in the tunnel
light in the tunnel
October, 2010

2. AGENDA
• What is Online Testing?
What is Online Testing?
• How is it working?
• Variables of Success
i bl fS
• Case Studies
• Conversion Optimization Consulting

3. What is Online Testing?
Online Testing (OL) Definition:
Online Testing (OL) Definition:
In a nutshell, online testing
involves testing one or more
g
variable from a webpage to
identify which ones can create a
positive difference in the
conversion.
The winning variable then
h bl h
becomes the control, or bench
mark, which future ones are
mark which future ones are
measured against.

4. Online Testing Steps
Scientific testing involves the following steps:
1) Determining which element(s) of a page you want to test.
2) Creating the test / the test page
3) Setting up the tool use for the testing
3) Setting up the tool use for the testing
4) Keeping good, accurate test records.
5) Running the test campaign.
6) Tracking and comparing results to determine which test variable is the
6) ki d i l d i hi h i bl i h
winner. (100 conversions)
7) Repeating the cycle, constantly attempting to beat your existing control

5. Categories of Online Testing
• A/B test, Split test
/ , p • MVT ‐Multivariable test
Page 1: Control (the original) Page 1: Control (the original)
SUBSCRIBE
SUBSCRIBE
NOW
SEND ME THE FREE
GUIDE NOW
Page 2: Test page Page 2: Test page
SEND ME
SEND ME THE FREE THE INFO
GUIDE NOW
GUIDE NOW

6. Time needed for testing?
LONGER Test Period SHORTER Test Period
# of Alternatives / More (MVT) Less (A/B)
Variables
Difference in Results Lesser Greater
Traffic Volume Less More
Confidence Level Higher > 90% Lower < 90%
100 conversions

7. Case Study 1 – Relevancy
ORIGINAL TEST

8. Partial results

9. Relevant?
NOT YET !
NOT YET !

10. Risks? What Risks?
• All Test Types are not
All Test Types are not
Equal
• Comparing & Contrasting
A/B and MVT
A/B d MVT
• The Risk of the Endless
Test

11. KEY principles for online tests
Test Methodology
– Is A Process !
– Single Variable Test Formula
• The most important tool for performing a useful experiment
The most important tool for performing a useful experiment.
– The (relevant) Academic Vocabulary
• There are Concepts, Terminology, Differences between Variable
• Understand and Use them Properly
d d d h l
– Test Protocol
• Use proper tool organizes each stage of the test process and
automatically calculates all of the key equations.

12. KEY principles for online tests
Test Validity
y
• Understanding of validity principles, so that you can be
confident in the results of your test.
– The Threats to Test Validity
• "history effect",
• "instrumentation error"
"instrumentation error"
• "sample distortion”
– The Sample Size Validity
The Sample Size Validity
• The key mathematical equations for determining test
size.
– The Validity Formula

13. KEY principles for online tests
Test Planning
• Which variables to test?
– Knowing what to test is as important as knowing how to test.
– The Optimization Formula
• Prioritize your testing goals
Prioritize your testing goals.
• More revenue = right order.
– The Test ROI Calculation Tool
• Calculates the compounding ROI on a given series of tests.
• Saves time and money as it helps you determine the impact of each
test on your marketing budget.
– Radical Redesigns
• How to capture multi‐variable test results with single variable testing
techniques
q

14. What’s the big deal about Online
Testing?
• Online Testing:
Online Testing:
– Motivation
– Value proposition
Value proposition
– Incentive
–A i t
Anxiety
– Friction
C = 4m + 3v + 2(i f) -2a ©
2(i-f) 2a

15. When?
• How would you Know WHEN need TO APPLY
this strategy?
hi ?
• The right answer:
• ALL THE TIME there is an
ALL THE TIME there is an
Opportunity
pp y
• Amazon – case study:
200 live online tests running every day
200 li li t t i d

16. Case Study 2‐ The Formula!
816% Growth in
New Subscribers
ORIGINAL TEST

17. Case Study 3 – Prove It!

18. Case Study 3‐ Treatment
100% Money BacK Guarantee – Eliminating anxietY
Call to Actions highlighting the benefits

19. Let’s compare …
ORIGINAL TREATMENT

20. Case Study 4: Is It Worth it?
Professional Photographer
g p
• Status:
– New site
– Artistic / flash
/
– Minimum content
– No commercial aspect
• Goals:
– To get New Clients
• Strategies:
– They decided to do PPC
– Adding some wedding pictures on the actual site
Adding some wedding pictures on the actual site

21. Case Study 4 – cont.
• Our proposal:
Our proposal:
– Landing Page
g g
• Reaction:
– Fighting
• Agreement:
– Online Testing

22. Case Study 4 – cont.
• Results:
– Our page performed better: 71.6% improvement
in conversion (contacts)
in conversion (contacts)
• The client got 4 wedding contracts, with an
online marketing budget of 3.5% spent
online marketing budget of 3 5% spent

23. Oak Photography LP
Differences

24. Oak Photography LP
Differences

25. ATTENTION
• Controversy about Best Practices
Controversy about Best Practices
• Example: Video on AutoStart or
Press Play
l

26. Case Study 5 ‐ controversy
Video Play Not Play
Vid – Pl or N t Pl ?
63% improvement
in conversion with
Video on autoplay

27. CONCLUSIONS
• Do not go Blind with
your marketing
your marketing
• Focus your money and
resources where it
counts
• Get confirmation you
are on the right track
g

28. Conversion Optimization
Eworks WSI Cyprus:
• Consulting Services
Consulting Services
• Landing Page / Website / Email
Marketing
M k ti
• Report (14‐20 variables analyzed)
• 100% Money Back Guarantee
(certain conditions apply)
• Our Clients Implement 95‐100 %
of our recommendations
of our recommendations

29. EworksWSI Cyprus
SERVICES:
- Webdesign - Interactive Content
( g
(digital p
publishing)
g)
- Landing Pages Design
-Digital Marketing
- Website Conversion
Optimization
Optimi ation - Flash Content
- Landing Pages - Print Design
Conversion Optimization
p
- Logo Design
- Email Marketing
Conversion Optimization CONTACT INFO:
info@eworkswsi.com.cy
i f @ k i
+35799‐555747
www.EworksWSI.com.cy
www EworksWSI com cy

30. PROMO !
ONLY for our clients:
ONLY for our clients:
‐ Until Dec 31, 2010
‐ O li
Online testing discounted f
i di d from €500 to €300
€ 00 €300
‐ A d hi i
And this is not all ……
ll

31. PROMO !
Package 1: Package 2: Package 3:
1 sample design 2 sample design 2 sample design
Cost Package: Cost Package: 1 Online Testing
€450
€450 €600
€600 Cost Package:
Cost Package:
(Information (Information €685
Architecture Doc
Architecture Doc Architecture Doc
Architecture Doc (Information
(Information
completed) completed) Architecture Doc
completed)

32. Contact Eworks WSI Cyprus
Contact us for more info
Contact us for more info
Eworks WSI Cyprus
k S C
info@eworkswsi.com.cy
www.eworkswsi.com.cy
www eworkswsi com cy
Tel: +357‐99555747