convert smarter, not harder - a/b split testing

Saturday, February 23, 13

#JDNC13 @SavvyPandaSaturday, February 23, 13

NOT HARDER.

#JDNC13 @SavvyPanda

CONVERT SMARTER,

Saturday, February 23, 13

NOT HARDER.Split Testing in Joomla.

#JDNC13 @SavvyPanda

CONVERT SMARTER,

Saturday, February 23, 13

LUKE SUMMERFIELD@SavvyPanda

#JDNC13 @SavvyPandaSaturday, February 23, 13

HUBSPOT INBOUND MARKETING CERT.

GOOGLE ADWORDS/ANALYTICS CERT.

HOOTSUITE CERT.#JDNC13 @SavvyPanda

Saturday, February 23, 13

HUBSPOT INBOUND MARKETING CERT.

GOOGLE ADWORDS/ANALYTICS CERT.

HOOTSUITE CERT.#JDNC13 @SavvyPanda

Saturday, February 23, 13

#JDNC13@SAVVYPANDA

SLIDESHA.RE/13B2GOU

#JDNC13 @SavvyPandaSaturday, February 23, 13

The Bigger Picture Setting Up Your Test

Tools For Testing Interpret Results Steps for Action& Homework

What Is Split Testing?

#JDNC13 @SavvyPandaSaturday, February 23, 13

?#JDNC13 @SavvyPanda

Saturday, February 23, 13

CROLEAN & AGILE

PRICING

#JDNC13 @SavvyPandaSaturday, February 23, 13

CONVERSION RATE OPTIMIZATION

CRO#JDNC13 @SavvyPanda

Saturday, February 23, 13

GOAL OF

INTERNETMARKETING?

#JDNC13 @SavvyPanda

?

Saturday, February 23, 13

GOAL OF

INTERNETMARKETING?

#JDNC13 @SavvyPanda

?

Saturday, February 23, 13

2-WAYS TO

INCREASELEADS?

#JDNC13 @SavvyPandaSaturday, February 23, 13

INCREASETRAFFIC

#JDNC13 @SavvyPandaSaturday, February 23, 13

INCREASECONVERSIONS

#JDNC13 @SavvyPandaSaturday, February 23, 13

?#JDNC13 @SavvyPanda

Saturday, February 23, 13

via ebook: http://www.hubspot.com/an-introduction-to-ab-testing/#JDNC13 @SavvyPandaSaturday, February 23, 13

E-COMMERCE

20-25%HIGHER

#JDNC13 @SavvyPandaSaturday, February 23, 13

LANDING PAGES.

30-40%HIGHER

#JDNC13 @SavvyPandaSaturday, February 23, 13

#JDNC13 @SavvyPandaSaturday, February 23, 13

CROLEAN & AGILE

PRICING

#JDNC13 @SavvyPandaSaturday, February 23, 13

OPTIMIZE YOUR

PRICING

#JDNC13 @SavvyPandaSaturday, February 23, 13

OPTIMIZEPRICING• Three tier pricing (current, bump, spike)

• Free shipping• Bundle pricing

#JDNC13 @SavvyPandaSaturday, February 23, 13

CROLEAN & AGILE

PRICING

#JDNC13 @SavvyPandaSaturday, February 23, 13

LEAN &AGILE

WEBSITE DESIGN

#JDNC13 @SavvyPandaSaturday, February 23, 13

CREATE AN

?#JDNC13 @SavvyPanda

Saturday, February 23, 13

HERE’S A SECRET...

#JDNC13 @SavvyPanda

YOU CAN’T

Saturday, February 23, 13

HERE’S A SECRET...

#JDNC13 @SavvyPanda

YOU CAN’T

Saturday, February 23, 13

CREATE AN

MVPminimum viable product

#JDNC13 @SavvyPandaSaturday, February 23, 13

MVP• Identify core features based on research & hypothesis

• Develop a base product• Gain users

#JDNC13 @SavvyPanda

Once your MVP is launched you can perform...

Saturday, February 23, 13

SPLIT TESTING ALLOWS FOR

VALIDATEDLEARNING

#JDNC13 @SavvyPandaSaturday, February 23, 13

VALIDATEDLEARNING• Make hypothesis• Perform scientific testing (split testing)

• Collect data• One month sprints

#JDNC13 @SavvyPandaSaturday, February 23, 13

PRESERVER OR

PIVOT#JDNC13 @SavvyPanda

Saturday, February 23, 13

PIVOT ORPRESERVER?• Was hypothesis confirmed• What worked, what didn’t

• Deploy globally-or-• Pivot & refocus

#JDNC13 @SavvyPandaSaturday, February 23, 13

FOR

EXAMPLE

#JDNC13 @SavvyPandaSaturday, February 23, 13

The Bigger Picture Setting Up Your Test

Tools For Testing Interpret Results Steps for Action& Homework

What Is Split Testing?

#JDNC13 @SavvyPandaSaturday, February 23, 13

WHAT IS

SPLITTESTING?

#JDNC13 @SavvyPandaSaturday, February 23, 13

A/B TESTING

MULTIVARIATE

AND

#JDNC13 @SavvyPandaSaturday, February 23, 13

A/B TESTING• Two identical items• Testing only one variable• Champion vs Challenger

Goal = find optimal variations

Variation B

Variation A

#JDNC13 @SavvyPandaSaturday, February 23, 13

MULTIVARIATE•Test multiple variables simultaneously

•Running multiple A/B tests at the same time

•Must receive large traffic

#JDNC13 @SavvyPandaSaturday, February 23, 13

REMEMBER...

SPLIT TESTUNTIL YOU HAVE ADVOCATES.

PROTIP!

#JDNC13 @SavvyPandaSaturday, February 23, 13

WHAT

ITEMSCAN YOU TEST?

#JDNC13 @SavvyPandaSaturday, February 23, 13

EVERYTHING!•Call To Actions•Landing Pages•Emails•Layouts•Pricing•Promotional Offers

... AND THE LIST GOES ON... (but the kitchen sink)

#JDNC13 @SavvyPandaSaturday, February 23, 13

WHAT

ELEMENTSCAN YOU TEST?

#JDNC13 @SavvyPandaSaturday, February 23, 13

LANDING PAGE

•Offers•Copy•Form Fields•Layout•Image•Long vs Short

via ebook: http://www.hubspot.com/an-introduction-to-ab-testing/#JDNC13 @SavvyPandaSaturday, February 23, 13

CALL TO ACTIONS

•Placement•Size•Color•Copy•Image•Benefit

#JDNC13 @SavvyPandaSaturday, February 23, 13

EMAIL

•Format•Timing•Sender•Subject Lines•Offer•Target Group

via ebook: http://www.hubspot.com/an-introduction-to-ab-testing/#JDNC13 @SavvyPandaSaturday, February 23, 13

WILL IT HURT

SEO?#JDNC13 @SavvyPanda

Saturday, February 23, 13

DUPLICATE CONTENT?

goo.gl/r45Xj

Google’s Recommendations

PRO TIPSUse Rel=Canonical or No-Index

on the A/B variations

If redirect, use a 302 (not 301)

bit.ly/P0gCR1

Matt Cutts: “nope.”

#JDNC13 @SavvyPandaSaturday, February 23, 13

The Bigger Picture Setting Up Your Test

Tools For Testing Interpret Results Steps for Action& Homework

What Is Split Testing?

#JDNC13 @SavvyPandaSaturday, February 23, 13

KEY CONSIDERATIONS FOR

A/BTESTING

#JDNC13 @SavvyPandaSaturday, February 23, 13

RUN ONE TEST AT A

TIME• Don’t overload • Prioritize & add on calendar• Stay focused• Create a 1 month “sprint” (busier site can do 1 week)

#JDNC13 @SavvyPandaSaturday, February 23, 13

TEST ONE VARIABLE AT

A TIME• Prioritize what to test• Allows you to track variable

#JDNC13 @SavvyPandaSaturday, February 23, 13

CHALLENGER VS CHAMPION

• Pit them against each other• Better perform = Champion

#JDNC13 @SavvyPandaSaturday, February 23, 13

CHALLENGER VS CHAMPION

#JDNC13 @SavvyPandaSaturday, February 23, 13

TEST BOTH BIG AND SMALL

#JDNC13 @SavvyPandaSaturday, February 23, 13

SMALL MAKES DIFFERENCE

#JDNC13 @SavvyPandaSaturday, February 23, 13

TEST THE ENTIRE FUNNEL

Customer

Advocate

#JDNC13 @SavvyPandaSaturday, February 23, 13

COLLECT ENOUGH

DATA 95% confidence rating

=Statistical Significance

http://super.hubspot.com/calculator/

#JDNC13 @SavvyPandaSaturday, February 23, 13

The Bigger Picture Setting Up Your Test

Tools For Testing Interpret Results Steps for Action& Homework

What Is Split Testing?

#JDNC13 @SavvyPandaSaturday, February 23, 13

JOOMLA

3RD PARTY

#JDNC13 @SavvyPandaSaturday, February 23, 13

JOOMLA

J!CONVERT

#JDNC13 @SavvyPanda

• For Website• Virtuemart

FREE!

http://www.convert.com/features/

Add in JS to siteto make it work

Video:

Saturday, February 23, 13

JOOMLA

J!CONVERT

#JDNC13 @SavvyPanda

• Page Type - the view variable from the Joomla component in use on the page• Category ID - for Joomla com_content, the category id will be returned• Category Name - for Joomla com_content, the category name will be returned• Customer ID - Customer id number (when customer is logged in)• Custom Variable 1 - Joomla component name• Custom Variable 2 - User group id (if logged in)• Custom Variable 3 - for Joomla com_content, the article id will be returned• Custom Variable 4 - Joomla! Itemid number (menu id)

J!Convert - Plugin:• Page Type - VirtueMart product view, category view, checkout, cart or purchase

completion page• Category ID - VirtueMart category id number• Category Name - VirtueMart category name• Product SKU - VirtueMart product SKU• Product Name - VirtueMart product title• Product Price - VirtueMart base product price• Customer ID - Customer id number (when customer is logged in)

Convert - Virtuemart Plugin:

FREE!

Saturday, February 23, 13

JOOMLA

VISUAL WEB OPTIMIZER

#JDNC13 @SavvyPanda

By: Analytics for JoomlaMakes easier to add JS into your website

http://youtu.be/9pEU9MleWIIhttp://youtu.be/0S0IrbwpfzE

OPTIMIZLEY

Saturday, February 23, 13

JOOMLA

PRESS9 A/B TESTER

#JDNC13 @SavvyPanda

Easy JS Add innote: Joomla 1.5 Only :’-(

Saturday, February 23, 13

3RDPARTY

GOOGLE WEBOPTIMIZER

#JDNC13 @SavvyPanda

• Integrates with Adwords & Analytics

• Gives you a JS code to insert in head of the page you’re testing

FREE!

Saturday, February 23, 13

3RDPARTY

GOOGLE WEB OPTIMIZER

#JDNC13 @SavvyPanda

FREE!

Saturday, February 23, 13

The Bigger Picture Setting Up Your Test

Tools For Testing Interpret Results Steps for Action& Homework

What Is Split Testing?

#JDNC13 @SavvyPandaSaturday, February 23, 13

EXAMINERESULTS

•What metrics were effected?•Did it match my hypothesis?•Were there any errors?

#JDNC13 @SavvyPanda

Iterate & Do Again!

Saturday, February 23, 13

THERE IS NO BAD TEST. AS LONG AS YOUR

LEARNING

#JDNC13 @SavvyPandaSaturday, February 23, 13

WHAT IF YOU STILL HAVE

BADRESULTS?

#JDNC13 @SavvyPandaSaturday, February 23, 13

LET’SIMPROVETHE CTA!

#JDNC13 @SavvyPandaSaturday, February 23, 13

#JDNC @SavvyPanda#JDNC13 @SavvyPandaSaturday, February 23, 13

CRO IS ALL ABOUT INFLUENCING

CONVERSIONDECISION

#JDNC13 @SavvyPandaSaturday, February 23, 13

#JDNC @SavvyPanda http://www.slideshare.net/randfish/big-picture-cro

Saturday, February 23, 13

#JDNC @SavvyPandaSaturday, February 23, 13

IS IT THE RIGHT PRODUCT FOR THE RIGHT PEOPLE?

#JDNC13 @SavvyPandaSaturday, February 23, 13

The Bigger Picture Setting Up Your Test

Tools For Testing Interpret Results Steps for Action& Homework

What Is Split Testing?

#JDNC13 @SavvyPandaSaturday, February 23, 13

ACTION STEPS

1. DO MORE RESEARCH!SavvyPanda.com/BLOG

2. Perform your first test!

3. Ask Questions: SavvyPanda.com/ASK

#JDNC13 @SavvyPandaSaturday, February 23, 13

THANKS!

#JDNC13 @SavvyPandaSaturday, February 23, 13

QUESTIONS?LUKE SUMMERFIELD

#JDNC13@SAVVYPANDA

SLIDESHA.RE/13B2GOU

#JDNC @SavvyPandaSaturday, February 23, 13

http://www.flickr.com/photos/drachmann/327122302/sizes/l/in/photostream/http://www.flickr.com/photos/psit/4822614779/sizes/l/in/photostream/

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http://www.flickr.com/photos/ianhaycox/128474639/sizes/m/in/photostream/http://www.robcottingham.ca/cartoon/archive/its-not-cheating-if/

http://www.flickr.com/photos/tonichu/458809478/sizes/z/in/photostream/http://www.flickr.com/photos/sonrisaelectrica/3695743740/sizes/l/in/photostream/

http://www.flickr.com/photos/clover_1/2259985318/sizes/l/in/photostream/http://www.flickr.com/photos/kalavinka/4617897952/sizes/z/in/photostream/

http://www.flickr.com/photos/aylaujp/543529949/sizes/z/in/photostream/http://www.flickr.com/photos/audiolucistore/7403731050/sizes/l/in/photostream/http://www.flickr.com/photos/marcosreis07/2997405848/sizes/l/in/photostream/http://www.flickr.com/photos/buckofive/6311309849/sizes/o/in/photostream/

PHOTO CREDITS:

#JDNC13 @SavvyPandaSaturday, February 23, 13