increase sales and conversions with a/b testing on your drupal website
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Increase Sales and Conversions with A/B Testing
Bryan House VP Marketing, Acquia @bryanhouse
Paras Chopra Founder, Wingify @paraschopra
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A/B tes(ng on Drupal
How to increase your sales and conversions
Tradi(onal web design
Step 1
Google Analy(cs: my first love
Step 2
Happiness :) Step 3
Sorry, that’s not okay!
You are leaving money on the table!
What if I told you?
• Changing link color increased conversions by 53%
• Adding leM menu naviga(on bar increased cart addi(ons by 34%
• Removing signup form increased signups by 60%
Note: all are REAL case studies!
Your website is not op(mal
So, what do you do?
A/B Tes/ng to the rescue
What is A/B tes(ng?
A A B
Remember your high school science project?
On the web, what is A/B tes(ng?
In simple words, A/B tes(ng is:
• Step 1: change something on your landing page to create a varia(on
• Step 2: define goals to be measured
• Step 3: split traffic between original and varia(on page
• Step 4: measure if varia(on page is conver(ng than the original (note sta(s(cal confidence)
Let’s play a guessing game
Real life A/B tes(ng case studies
Which version had 10% higher conversions?
A B
Which version had 85% more downloads?
A B
Which version doubled conversions?
A
B
What to A/B test?
Test Headlines
• Have a headline
• Have a concrete headline
• Headline should be the first thing a visitor looks at
Test Bu[ons
• Don’t have too many call to ac(on bu[ons
• Have an ac(onable call to ac(on bu[on
• Have a big, prominent, visible call to ac(on
Include Social Proof
• Tes(monials
• Case Studies
• Logos of Customers
• Sta(s(cs, Pageviews, etc.
Visual Website Op(mizer
World’s easiest A/B tes(ng tool
Used by thousands of businesses
“WOW” features
• Visually create varia(ons (knowledge of HTML, JavaScript not required)
• One (me integra(on. No dependence on IT department
• Heatmaps, behavioral targe(ng, revenue tracking, Google Analy(cs integra(on
Live Demo
Free subscrip.on for starter plan available for Acquia members
Image Credits
• Slide 2: h[p://theoatmeal.com/img/comics/design_hell/9.jpg
• h[p://www.schoonzie.com/files/GoogleAnaly(cs-‐GraphByMonth.jpg
• h[p://www.marshu.com/ar(cles/images-‐website/ar(cles/presidents-‐on-‐us-‐paper-‐money/one-‐hundred-‐100-‐dollar-‐bill.jpg
• h[p://degoodstuff.com/images/uploads/logos/superman%20logo.jpg
• Slide 5: h[p://bioprotec(on.org.nz/system/files/images/CoRE-‐Theme-‐Pic-‐-‐-‐mini-‐galls.jpg
• Slide 3: Self
Thank You!
paras@wingify.com
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