never make a costly business decision again, split test instead
TRANSCRIPT
![Page 1: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/1.jpg)
Never make a costly business decision again, split test instead
Duncan Heath
![Page 2: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/2.jpg)
Audience interest level vs. time firstgraph shown.
![Page 3: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/3.jpg)
This is the year of mobile
Other rubbish statements.
Growth hacking is the future of marketing
Your website needs video to compete
![Page 4: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/4.jpg)
![Page 5: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/5.jpg)
If the statement is:
“This is the year of mobile”
The reality is:
“For certain businesses, in certain markets, for certain segments of their audience, in certain locations and at certain times, it could be argued that this is the year of mobile.”
![Page 6: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/6.jpg)
$750K
Well-intentioned opinions.
$400Billion
http://money.cnn.com/2014/02/07/investing/google-exxon-market-value/
![Page 7: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/7.jpg)
MOBILE
![Page 8: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/8.jpg)
Desktop: 85% Mobile/Tablet: 15%
Mobile – real data – October 2014.
![Page 9: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/9.jpg)
Desktop traffic revenue-per-visitor: £5.16
Mobile/tablet traffic revenue-per-visitor: £3.65
Mobile – basic uplift calculation.
Mobile/tablet monthly unique
visitors
Current mobile/tablet
revenue
Revenue applyingdesktop
conversion performance
Monthly revenuedifference
153,233 £559,300 £790,682 £231,382
![Page 10: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/10.jpg)
Menu
Mobile – split test mobile-friendly…
Sign-in
![Page 11: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/11.jpg)
Mobile – split test mobile-friendly…
Contact forms Checkout
![Page 12: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/12.jpg)
Mobile – case study.
https://www.paypalobjects.com/webstatic/mktg/docs/Mobile_Express_Checkout.pdf
PayPal express checkout
Up to 34%conversion lift
![Page 13: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/13.jpg)
Mobile-friendly vs. non mobile friendly.
Critical point –£50K/month difference
+growth rate above 10%/quarter
(2011) (2017)
![Page 14: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/14.jpg)
VIDEO
![Page 15: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/15.jpg)
Supercheapstorage.com.au – without video.
![Page 16: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/16.jpg)
Supercheapstorage.com.au – with video.
![Page 17: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/17.jpg)
Supercheapstorage.com.au – split test.
Without video With video
Winner: 16% increase in leadshttps://www.webprofits.com.au/blog/case-study-
adding-video-on-a-landing-page/
![Page 18: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/18.jpg)
Devicemagic.com – without video.
![Page 19: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/19.jpg)
Devicemagic.com – with video.
![Page 20: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/20.jpg)
Devicemagic.com – split test.
Without video With video
Loser: 31% less sign-ups
https://vwo.com/blog/video-or-image-slider-ab-test/
![Page 21: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/21.jpg)
Chromeindustries.com – without video.
![Page 22: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/22.jpg)
Chromeindustries.com – with video.
![Page 23: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/23.jpg)
Chromeindustries.com – split test.
Winner: 0.2% increase in sales
Without video With video
http://blog.optimizely.com/2013/08/27/product-imagery-tests/
![Page 24: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/24.jpg)
PRICE
![Page 25: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/25.jpg)
![Page 26: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/26.jpg)
Price – testing increase
![Page 27: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/27.jpg)
Price – testing increase
![Page 28: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/28.jpg)
Price – testing increase- results
Original
•Traffic: 100,000
•Conversion rate: 3.5%
•Average order value: £26.50
•Total revenue: £92,750
•Traffic: 100,000
•Conversion rate: 3.0%
•Average order value: £32.65
•Total revenue: £97,950
Higher price with last minute discount
![Page 29: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/29.jpg)
Price – testing reduction.
Original (no price reduction)
![Page 30: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/30.jpg)
Price – testing reduction.
Variation (offering price reduction code)
![Page 31: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/31.jpg)
Price – testing reduction – results.
Original
•Traffic: 100,000
•Conversion rate: 3.5%
•Average order value: £26.50
•Total revenue: £92,750
•Traffic: 100,000
•Conversion rate: 5.0%
•Average order value: £23.85
•Total revenue: £119,250
10% price reduction
![Page 32: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/32.jpg)
LIMITLESS (almost)
TESTING POSSIBILIES
![Page 33: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/33.jpg)
Limitless testing possibilities
Split test apps
Split test emails
Split test social buttons
Split test live chat
![Page 34: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/34.jpg)
Arriving from Facebook Arriving from Twitter
http://www.forbes.com/sites/jeffbercovici/2014/07/17/nailed-it-buzzfeed-cracks-the-pinterest-code/
Split testing social buttons
![Page 35: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/35.jpg)
• Optimizely.com
• Unbounce.com
• VWO.com
Split testing tools
• Usabilityhub.com
• Usertesting.com
• Whatusersdo.com
User testing tools
• Keynote.com/solutions/testing/mobile-testing
• Developers.google.com/speed/pagespeed/insights
Mobile testing tools
Testing resources.
![Page 36: Never Make a costly business decision again, split test instead](https://reader030.vdocument.in/reader030/viewer/2022032419/55a2b7261a28abf50c8b478a/html5/thumbnails/36.jpg)
“One accurate measurement is worth a thousand expert
opinions”
US Navy Admiral, Grace Hopper