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

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7 CRO lessons learned after going through 100s of A/B testing case studies of VWO -- World's Easiest A/B Testing Tool -- customers

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

  1. 1. HelloI am Taruna. Digital Marketer at Wingify, and absolutely awed by the power of A/B testing and <3 all things data.
  2. 2. What am I going to talk about? 7 LESSONS 100s of A/B testing campaigns
  3. 3. Lesson #1: If you want to make more friends, build less doors!
  4. 4. What this means? If you want more conversions: Reduce clicks Eliminate steps Avoid URL changes
  5. 5. Example: 33.4% increase in conversion rate
  6. 6. Lesson #2: Imitate and learn, but don’t forget to be yourself i.e. sexy!
  7. 7. 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
  8. 8. Example 1: When cross-selling and up-selling didn’t work… 5.6% increase in orders
  9. 9. Example 2: When social sharing button didn’t work… 11.9% increase in clickthrough of CTA button
  10. 10. Lesson #3: If you’ve got it, flaunt it!
  11. 11. What this means? Clearly display on your webpages: Your value proposition Competitive advantage, if any Social proof and other credibility indicators
  12. 12. Example: A/B testing testimonials increased conversion rate by 22%
  13. 13. Example: Showing price comparison clearly increased conversions by 10%
  14. 14. Lesson #4: Unless you’re too cool to need introduction, put your best foot forward!
  15. 15. 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.
  16. 16. Example: Adding FAQs & testimonials on lead generation page increased sign-ups by 373%
  17. 17. Lesson #5: The color of your CTA buttons is not going to get you sales!
  18. 18. 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
  19. 19. Lesson #6: Don’t A/B test copy, A/B test the message!
  20. 20. What this means? Meaning, not the words, really matter. Test only those copy changes which will affect users’ decisions and motivations.
  21. 21. Example 1: Sub-headline test increased conversions by 69%
  22. 22. Example: Headline test increased subscriptions by 10%
  23. 23. Lesson #7: Images convey a thousand words, use them wisely!
  24. 24. What this means?  Don’t think of images just as glamour quotients of your webpages.
  25. 25. Example: Image A/B test increased conversions by 40%
  26. 26. dhanyawaad! Want more lessons?  @Taruna2309 
  27. 27. 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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