Conversion Optimization Training

Apr 8, 2015Download as PPTX, PDF0 likes206 views

A training I've given at several companies to highlight what conversion optimization (A/B testing) is, and show several case studies of high-impact A/B tests my company has run.

Conversion Optimization
Chris Dayley – Dayley Conversion

Agenda
Agenda
• Background
• A/B Testing Overview
• Case Study Reviews
• Live Page group analysis
• Individual variant outlines

Background
Background
• Spent 4 years in the SEO/PPC/Social Media industry
• Began A/B testing to try to convert all the traffic I was
generating
• Spent the next 3 ½ years doing testing & optimization in
multiple industries and won an award from WhichTestWon
for best e-mail landing page test of the year
• Started Dayley Conversion in November 2014 to offer
expert-level services to companies

Data Driven Website Improvement
Why? A/B Testing
• A/B testing allows user behavior data to continuously
drive design and performance improvements
• Data driven approach helps avoid opinion driven
design
• Multiple variant tests allow for greater efficiency with
existing traffic, and finds improvements faster than
running a single design at a time

Why?
Control
Conversion:
8.4%
Winner
Conversion:
17.1%
104%

Iterative Testing
Control
Results
E-mail Traffic: Purple/Purple 92.97%
Affiliate Channels : Orange/Purple 77.73%
Search Traffic: Blue/Blue 43.48%

Image Treatment
Control Variant 1 Variant 2
Winner
52.10%
Runner Up
38.07%

Mobile Vs. Responsive
Control
Conversion:
4.6%
Winner
Conversion:
7.31%
59%
Mobile Mobile Variant Responsive Variant
Runner-Up
Conversion:
5.92%
29%

Mobile Vs. Responsive
Control
Variant – 89.97% Lift

Avoid Pitfalls
Common Testing Pitfalls
1. Low impact tests
1. How to learn from tests that fail and tests that
work
2. Thinking that a failed test isn’t worth trying
again
3. Stopping tests too early
1. Not testing everything

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Conversion Optimization Training

1. Conversion Optimization Chris Dayley – Dayley Conversion

2. Agenda Agenda • Background • A/B Testing Overview • Case Study Reviews • Live Page group analysis • Individual variant outlines

3. Background Background • Spent 4 years in the SEO/PPC/Social Media industry • Began A/B testing to try to convert all the traffic I was generating • Spent the next 3 ½ years doing testing & optimization in multiple industries and won an award from WhichTestWon for best e-mail landing page test of the year • Started Dayley Conversion in November 2014 to offer expert-level services to companies

4. Problem

5. What? What is A/B Testing?

6. Data Driven Website Improvement Why? A/B Testing • A/B testing allows user behavior data to continuously drive design and performance improvements • Data driven approach helps avoid opinion driven design • Multiple variant tests allow for greater efficiency with existing traffic, and finds improvements faster than running a single design at a time

7. How well do you know web design?

8. Which Design Won? Control

9. Why? Control Conversion: 8.4% Winner Conversion: 17.1% 104%

10. Which design won?

11. Which design won? Winner 11.02%

12. Iterative Testing Control Results E-mail Traffic: Purple/Purple 92.97% Affiliate Channels : Orange/Purple 77.73% Search Traffic: Blue/Blue 43.48%

13. Image Treatment Control Variant 1 Variant 2 Winner 52.10% Runner Up 38.07%

14. Mobile Vs. Responsive Control Conversion: 4.6% Winner Conversion: 7.31% 59% Mobile Mobile Variant Responsive Variant Runner-Up Conversion: 5.92% 29%

15. Mobile Vs. Responsive Control Variant – 89.97% Lift

16. Avoid Pitfalls Common Testing Pitfalls 1. Low impact tests 1. How to learn from tests that fail and tests that work 2. Thinking that a failed test isn’t worth trying again 3. Stopping tests too early 1. Not testing everything

17. Live Pages Analysis

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Conversion Optimization Training

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