introduction to conversion optimization - nelio a/b testing for wordpress
DESCRIPTION
Nelio A/B Testing is the first conversion optimization service that has been specifically designed for WordPress. Nelio A/B Testing helps you define, manage, and keep track of A/B-testing experiments from within your WordPress dashboard, creating a lovely, integrated, and familiar user experience. Since we designed the tool specifically for WordPress, you will have complete control on what you test: pages, posts, themes, titles… and many more that will be available soon! We offer subscription plans for personal sites; small, medium, and large companies; and for web agencies. Use Nelio on your own or let us help you optimize your site thanks to our conversion reviews and personalized test suggestions. And if you have special needs we can customize Nelio for you. Our goal is simple: We want you to make more money with Nelio! Are you running a WordPress site? Then it is time you get the most out of it! Easy A/B Testing for Everybody!TRANSCRIPT
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A/B Testing for WordPress
Conversion Rate Optimization
Introduction to
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index
0Conversion Rate Optimization
02A/B Testing Understanding your web
03Case Studies Where to start
04Step by Step A/B Testing for WordPress
1
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I want to improve my website
Increase subscriptions to my mailing list
Make visitors spend more time on my web
Convert visitors into customers
Get more sales
What can I do?
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Engage more visitors
Improve the percentage of visitorsthat are converted into customers
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What is a Conversion?
A conversion is the action that we want our visitors to take in our web
How can we measure it?
ConversionRate =
Total Visitors
Converted Visitors
If my web gets 100 visitors per month and 5 sales
the conversion rate of my web is 5%
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Average Conversion Rateby Business Area
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How can I increase my conversion rate?
Understand what is happening1
Using Web Analytics Tools
Creating Surveys for Visitors and Customers
Making Usability Studies
Most important pages on my webLanding Pages
Exit Pages
Difficulties identified by users or usability experts
Discover
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How can I increase my conversion rate?
Test Potential Improvements2
Nobody knows what ideas will work
We use A/B Testing
We need to check statistically what changes really work
We need to measure their real impact
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BAWhat is A/B Testing?
comparing 2 versions of a web
to check which one performs better
(in fact, we could compare more than 2 versions)
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What could we A/B test?
Almost anything in your web that has an impact in your visitors’ behavior can be tested
Titles
CSSsTestimonials
Action buttons
Prices
Promotions
Trial period durations
LinksImages
Forms EmailsTexts
Layouts
Landing Page
Menu
Logo
Purchasing Processes
Footers
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Start creating an alternativethat you think will improve your conversion rate
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These are your visitors
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Some see the original version,
some see the alternative one
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in order to determine which version
gets more conversions
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How can I be sure that
I’ve made the right decision?
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Calculating Statistical Distributions
Visitors that see A
Visitors that see A
and convert
Visitorsthat see B
Visitorsthat see B
and convert
(if any)
Confidence levelof the resultsin percentage (%)
Alternative that getsbetter resultsin the A/B Test
(with confidence levels>95% we can be sure that we
made the right decision)
Effective A/B Testing Ben Tillyhttp://elem.com/~btilly/effective-ab-testing
Statistical Algorithms
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The A/B Testing ProcessThe scientific method applied to testing
Understand your website. Analyze areas for improvement1
Build a hypothesis. What can I change to improve my website?2
Create different alternatives based on the hypothesis3
Create an A/B Test. Put your hypothesis to the test4
Analyze the results. Is there a winning alternative? Which is the confidence level?5
Draw conclusions and start over6
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That’s bullshit!I already know which version works best
I don’t need to A/B test it
whichtestwon.comgo and check whether you’re right or
not
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A/B testing button colors
The Red button achieved 21% more
clicks than the Green one with 95% confidence
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A/B testing featured images
Asian achieved 30% more
conversions than European
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A/B testing featured images
Asian Female achieved 15% more
Conversions than Asian Male
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a team at Google couldn’t decide between two blues
they tested 41 shades between each blue, showing each one to 1% of their visitors
to see which one performs better
$200 million of benefits
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Yes, you can A/B test everything.
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I cannot A/B test with my current traffic!
My website is too small
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Recommendationsfor A/B testing small webs
Test High-Impact Elements Reduce the numberof alternatives
Build Radical Alternatives Use Broad-Spectrum Testing
Make Sequential Testing Attract Traffic for your Test
Landing page, banners, pricing tables…More impact implies obtaining results quicker
Less options means less time to obtain significant results
Implies getting greater conversion rate differences, and therefore, obtaining results quicker
Test elements that appear in several pagesAccumulate traffic and get results quicker
Measure conversions of one version at a timeEach version gets 100% of traffic
Use advertising campaigns during the testNotify your mailing list to get more visits
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How can I do it in WordPress?
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A/B Testof Posts
A/B Testof Pages
A/B Testof Titles
A/B Testof Themes
A/B Testof CSS
Heatmapsand Clickmaps
Nelio A/B Testingfor WordPress
And more…
Do it all from your WordPress Dashboard. No external tools required. Fully integrated.
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Step by Step
Testing Different Featured Images
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Something to Remember
comparing 2 versions of a website to see which one performs better
What is A/B Testing?
anything that may affect the behavior of your visitor
What can I A/B test?
first analyze, then act, and finally repeat
What process should I follow?
with Nelio A/B Testingwe make it easy
How can I do it in WordPress?
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A/B Testing a WordPress site
has never been this easy!
Let’s optimize today with wp-abtesting.com