A B TESTING“Getting the most bang for your pixels.”

WHY?

What is the goal or purpose of the website? • Informational• Marketing• Sales

What changes if any to the website will help it meet its goal?

How do we know if these changes will really do this?

ANSWER: A B testing

WHAT IS “A B” TESTING?

Test versions of the website.

Technique One – Have a test target audience.

Technique Two – Real time simultaneous.

Use feedback to determine which version (or specific items) are the most effective.

Be sure that you have “statistical confidence”.

ELEMENTS THAT ARE USUALLY TESTED

Layout and style of websiteAmount of text on the page (short vs. long)Images – size, shape, numberMenu – location and verbiageHeadings and emphasized keywordsForm’s length, grouping of inputs and types of inputsCall to action’s (i.e. the button’s) wording, size, color and placement

EXAMPLE 1

Heading can break up items into chunks.

Eye Tracking software shows people read / skim in chunks.

Avoid long paragraphs and sentences.

Use easy-to-understand, shorter, common words and phrases.

EXAMPLE 2

 There was an increase in conversion rate by 34% simply by changing the color of the sign-up button from green to red.

Will there be any difference between the following?

EXAMPLE 3

Putting human photos on a website increases conversion rates by as much as double. Subconsciously we are attracted to images with people.

Which image should you use if your goal is interaction?

5 BEST PRACTICES FOR WEBSITE A/B TESTING

1. Keep It Simple; Then Get More Advanced.

2. Understand That a Minor Change Can Lead to a Significant Result.

3. Test 1 Variable on a Page, But Don't Limit Yourself to one Variable.

4. Always Be Testing.

5. Don't Give Up, Even if a Test Isn't Significant.

http://blog.hubspot.com/blog/tabid/6307/bid/25860/5-Best-Practices-for-Website-A-B-Testing.aspx

TWO WORLDS

TESTLocal. Naming conventions for

each version.Always have comments.

PRODUCTIONWebspace Timing of updates. Have a change log.Always have backups.

IMPLEMENTING CHANGE“THE 4 PS”

Parallel

Pilot

Piece meal

The “Plunge”