158-multivariate testing and conversion tweaking-matt craine
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Multivariate Testing and Conversion.TRANSCRIPT
Multivariate Testing and
Conversion Tweaking:
Google Optimizer
Presented by:
Matt Craine/Catalogs.com
@mattcraine
Question:
Can we alter our layout SIMPLY, using buttons and
calls to action, get more people to order catalogs
and view a vendor’s website?
Test:
Created two new landing page layouts and tested
them against the original.
Layout Test
What We Started With
Beta & Gamma Versions
Beta Gamma
What Optimizer Shows You
Layout Test Answer:
•Revenue increased by 7.8%
•Catalog Orders increased by 10.8%
Variation Change in
Revenue
Value
per
visit
Catalog
Orders
Conversion
Rate
Outbound
Click
Conversion
Rate
Bounce
Rate
Time on
Site Pageviews
Average
Pageviews
Alpha Baseline $0.55 69.1% 136.2% 0.99% 0:07:43 774,598 13.11
Beta 7.4% $0.59 75.4% 137.7% 1.39% 0:07:48 811,474 13.77
Gamma -6.7% $0.52 67.3% 124.1% 0.84% 0:07:38 777,330 13.49
Answer:
•The winning variation showed improvement
for multiple metrics.
Layout Test
Beta
Starburst
Badge Test
Question:
Will changing the design/text of a badge on a
vendor page convert more visitors?
Answer: Not Exactly
•No difference in conversion rate probably for many reasons:
– Change may have been to subtle
– Not enticing enough
– Same information already
on the page
…BUT…
•This doesn’t mean people aren’t looking at the badge or the offer.
Badge Test
Starburst
Beta
Question:
Does adding the Captcha verification affect conversion rate?
No Captcha Captcha
Captcha Test
Answer: No
•No difference in conversion rate
…BUT…
•This doesn’t mean the test is a failure.
– This tells us that we don’t lose
money by adding this feature.
– We actually saved money by cutting
operational costs.
Captcha Test
1. Identify the questions you want answered
2. Create a testing plan
3. Understand some tests will not be winners
4. Learn from the successes and the apparent
failures
5. And of course…..Rinse and Repeat
Creating a Successful Strategy
Final Thoughts:
-- Testing and experimenting with new page
layout and design combinations are the keys to
increasing conversions.
-- Don’t be afraid of failure – Test, learn,
answer the “what if” questions, and move
forward.
