increase sales and conversions with a/b testing on your drupal website
DESCRIPTION
Not sure what works? Test it! You've heard it time and time again. Stop the internal debate on what message better resonates with your audience, let your audience tell you. With multivariate testing you can hone in on exactly what best resonates with your audience. And with tools from Wingify, it's dead simple to optimize your Drupal website conversions. Learn how Fortune 500 companies and SMBs utilize A/B and multivariate testing to increase their sales and conversions.TRANSCRIPT
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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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© 2011 Acquia, Inc. All rights reserved.
Upcoming Webinars
! Thursday June 30th 1pm ET / 5pm UTC – Building Communities with Commons
! Wednesday July 13th 1pm ET / 5pm UTC - Drupal and Microsoft Dynamics CRM Integration
! Thursday July 28th 1pm ET / 5pm UTC - The Value of Building an Online Community
Register Today - http://acquia.com/webinars
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© 2011 Acquia, Inc. All rights reserved.
Upcoming Training Events – June & July 2011 http://training.acquia.com/events
June 24th, 25th – Seattle WA
June 25th – Cambridge MA
June 29th – Minneapolis MN
June 28-29th – Victoria BC
June 29th – London ON
June 29th – Tel Aviv Israel
June 29th – Geneve Switzerland
July 4th, 5th – London England
July 5-8th – Paris France
July 5th, 6th – Dallas TX
July 11-12 – Corvallis, OR
Register for Drupal Training in your area
Courses include:
! Drupal in a Day
! Site Building with Drupal
! Drupal Module Development
! Drupal Theming
! The Views & CCK Modules
! Panels for Site Builders
! Development Best Practices
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© 2011 Acquia, Inc. All rights reserved.
A broad array of Software + Services
to create and maintain killer web experiences
built on Drupal
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© 2011 Acquia, Inc. All rights reserved.
Answers you Need ! Access to knowledge,
tips & tricks, how-tos
! 500 + articles
! 130 + videos
! 50 + podcasts and webinars
Support when you need it ! 24x7 ticket-based
support
! Active advice & help forums
! Remote consulting included
Tools you can Use ! Extend and manage
your Drupal site.
! Site health and performance
! Acquia Search
! Mobify
! Mollom
! New Relic
! Visual Website Optimizer
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A/B tes(ng on Drupal
How to increase your sales and conversions
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Tradi(onal web design
Step 1
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Google Analy(cs: my first love
Step 2
Happiness :) Step 3
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Sorry, that’s not okay!
You are leaving money on the table!
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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!
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Your website is not op(mal
So, what do you do?
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A/B Tes/ng to the rescue
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What is A/B tes(ng?
A A B
Remember your high school science project?
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On the web, what is A/B tes(ng?
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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)
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Let’s play a guessing game
Real life A/B tes(ng case studies
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Which version had 10% higher conversions?
A B
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Which version had 85% more downloads?
A B
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Which version doubled conversions?
A
B
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What to A/B test?
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Test Headlines
• Have a headline
• Have a concrete headline
• Headline should be the first thing a visitor looks at
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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
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Include Social Proof
• Tes(monials
• Case Studies
• Logos of Customers
• Sta(s(cs, Pageviews, etc.
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Visual Website Op(mizer
World’s easiest A/B tes(ng tool
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Used by thousands of businesses
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“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
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Live Demo
Free subscrip.on for starter plan available for Acquia members
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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
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© 2011 Acquia, Inc. All rights reserved.
! Do you love working with Drupal?
! If so, Acquia is hiring in North America & Europe: – Engineering & design – Client advisors and consulting – Inside sales
Check out openings at http://acquia.com/careers
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© 2011 Acquia, Inc. All rights reserved.
Questions
! For more information, visit: – http://acquia.com – http://twitter.com/acquia – http://acquia.com/facebook
! Contact us: – [email protected] – 888.9.ACQUIA
! Get $50 off an Acquia Network Basic subscription – Coupon code: ANWebinar50
! Sign up for a free 30-day Acquia Network Trial – http://acquia.com/trial
Recording of today’s event and slides will be posted at:
http://acquia.com/resources/recorded_webinars