In this session presentation, Karl Gilis, Co-founder of AGConsult will prove that following best practices doesn't always work. The key is to get to know your visitors before you start testing. Learn in this session how to create A/B tests that really make a difference thanks to user research.

1. Karl Gilis - @AGConsult

2. @agconsult

3. Karl Gilis - @AGConsult
Since
2001

4. Some of our clients
@agconsult

5. How to create better A/B tests
based on user research
Karl Gilis
@agconsult

6. Welcome to my world

7. The world of AB-testing

8. @agconsult

9. It's not because you
own a typewriter,
that you'll become the
next best-selling author.
@agconsult

10. @agconsult

11. 1. Don't test every idea that pops into your head

12. Because most of these ideas are stupid

13. 2. Don't blindly follow so-called best practices
@agconsult

14. Green
check
marks
always
work!
Really?
@agconsult

15. No matter what the bullets said, the
green checkmark versions always
won.

16. And so the green checkmark myth was born
ü This product sucks
ü Burning your money is better than buying this sh*t
ü Read my lips: DO NOT BUY THIS!
@agconsult

17. Nothing. Zilch. Nada. -5,1% -5,9%

18. @agconsult

19. "AB-testing isn't a research tool.
Use it to validate your homework."
Karl Gilis - @AGConsult

20. AB-­‐tes7ng
without
user
research
=
gambling!
@agconsult

21. You have to find out what works best for
your website
@agconsult

22. You have to find out what works best for
your audience
@agconsult

23. You have to find out what works best for
your product or service
@agconsult

24. Question
Why would you visit the website of a petrol station brand
such as Shell, Total, Esso, Avia or Texaco?
What is your goal?

39. Making a shitty website a bit less shitty:
that's not our goal, is it?
@agconsult

40. #greatmarketingstartswithnotsucking
Avinash Kaushik

43. What's the goal of my site
What's the goal of my visitors
Karl Gilis - @agconsult

44. Ask
your
visitors
&
(poten7al)
clients
the
right
ques7ons
Targeted
surveys
are
one
of
my
favourite
methods.
.
@agconsult

45. Some of my favorite questions
• On website
• What is the purpose of your visit to our website today?
• What are the most important things when buying …?
• What’s keeping you from buying this product right now?
• What’s holding you back from completing your purchase today?
• What convinced you the most to decide to ask a quote?
• Was there something that made you hesitate?
• Existing clients
• What convinced you the most to buy this product from us?
• What’s the one thing that nearly stopped you buying from us?
• What would you miss most if your X broke down / if we took away X
• What's the most important thing X helped you to achieve?

48. no destination in mind
43%
time frame in mind
51%
78%
no fixed dates
type of vacation (sun, culture,…)
84%
@agconsult

50. On
the
homepage
of
a
webshop,
do
you
push
products
or
product
categories?

51. What is the purpose of your visit to our website today?

52. + 188% more clicks
+ 75% more sales from homepage visitors

53. Push
product
categories
instead
of
individual
products
This
depends
from
site
to
site.
But
most
of
the
7me
it
works.
Big
7me.
.
@agconsult

54. What is the purpose of your visit to our website today?

56. 23 x more people use the
dealer locator

57. Give
people
what
they
want
As
long
as
it
helps
your
business.
.
@agconsult

59. 120,4% more dealer searches

60. Top
tasks
can
be
different
from
device
to
device
Once
again:
do
your
research!
.
@agconsult

62. 14,3% more searches

63. Use
the
same
words
your
users
do
Not
the
ones
you
use.
.
@agconsult

67. 78% more clicks from
this landing page to a
product page.

68. Use
bullet
lists
Especially
above
the
fold
on
product
and
landing
pages.
@agconsult

69. What are the most important things when buying a
used car, besides price & how it looks?

70. 26% more reservations

71. Put
what's
important
for
your
visitors
on
the
leO
side
of
your
page
This
can
some7mes
make
a
difference.
Some7mes
it
doesn't
do
sh*t.
.
@agconsult

72. What convinced you the most to decide to ask a
quote?
Was there something that made you hesitate?
77,1% more requests
for quote

73. Know
what
your
clients
&
visitors
want
And
get
filthy
rich
J
.
@agconsult

74. What's holding you back from completing your purchase today?

76. No difference at all

77. 5,9% more sales on desktop and tablets

78. 61% more sales on
smartphones

79. If you don't care about words,
you're a decorator.
Not a designer.
Karl Gilis - @agconsult

80. Give
compliments.
Encourage
users.
Usability
is
more
than
reducing
fric7on!
.
@agconsult

81. Stop selling the way you want to sell
Sell the way people want to buy
Karl Gilis - @agconsult

82. Wide range of tools & methods
@agconsult
• User testing
• Analytics
• Click heatmaps
• User sessions recordings
• Form analysis
• Screenshot testing
• 5 second tests
• …

83. Get insights on how to use these tools at
http://www.slideshare.net/agconsult
+ many cases as a source of inspiration.

84. Tools are very helpful
@agconsult

85. But to connect the dots …
@agconsult

86. You need to use the most important tool you have
@agconsult

87. One more thing about
#notsucking

94. It will probably work on short term.
But is this the kind of relationship
you want?
Karl Gilis - @agconsult

95. @agconsult

96. Our job?
#makingvisitorshappy
Karl Gilis - @agconsult

97. That's it!
Thx
@agconsult
karl@agconsult.com
www.agconsult.com

98. Get my free ebook now
ü 10 conversion tips that work on every website
ü 15 cases from the real world
ü 6 best practices from leading websites
è www.agconsult.com/ebook.html
è www.slideshare.net/agconsult
Already more than 6.865 downloads