A/B Testing And Conversion Rate Optimization

Transcript

1. Conversion Rate Optimisation & A/B testing lessons learned
2. Conversion Rate Optimisation & A/B testing lessons learned • How we increased our conversion rate from 2.5 to 3.8% by improving landing pages, site copy and checkout process • What changes we made and the tools used
3. #1: Checkout • Removed ALL distractions during checkout such as links and unnecessary elements • Improved (shorter) copy, added payment options and secure site seal • Haven't done any A/B testing at that time but overall conversion increased by 0.3%
4. #1: Checkout
6. #2: Signup • Tested 3 different login forms using Google Website Optimizer (no longer available) and later Optimizely: – Our own approach – Amazon-style login (create password later) – Guest checkout option
9. Test 3: Copy
11. #3: Landing pages • Landing pages are killer! • A/B tests we ran: – Mostly tried different headlines, e.g. “Get Your Own Tumblr Domain”, “Domain Registration For Tumblr Made Easy”, “In 5 Minutes To Your Own Tumblr Domain • Added social proof (Reviews, Twitter, Testimonials)
14. Tools • Optimizely – Easy technical implementation (Javascript snippet) – Let's you change existing HTML elements – No need for developers to implement stuff • Google Analytics – Tracks conversion rate – Has its own A/B testing tool “Content Experiments”
17. Challenges/Lessons • Low traffic can make A/B testing a lengthy process (~100 conversions to have a result) • Getting social proof for new sites is hard • Always keep on testing • Always do the same test twice • How to test your redesign? • Visualising metrics is extremely motivating
19. Result • How did it affect sales? Huge impact: – 1000 visitors at 2.5% conversion rate = 25 orders – 1000 visitors at 3.8% = 38 orders (increase of 52%!) • Streamlined UX = happy customers:
20. PIZZA! – timo@iwantmyname.com or @treitnauer