5 ways to supercharge split testing with analytics

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5 Ways to Supercharge Split Testing With Analytics Presented by Rob Kingston

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Page 1: 5 ways to supercharge split testing with analytics

5 Ways to Supercharge Split Testing With Analytics

Presented by Rob Kingston

Page 2: 5 ways to supercharge split testing with analytics

About Optimisation Beacon

• Ex-Hitwise, >6 years experience in digital• Analytics + conversion optimisation focus

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Analytics + optimisation blog

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Agenda

1. Split testing 101

2. A little quiz

3. Using GA in your split testing process

4. Question time

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Split testing: Analytics sorcery

Page A

Page B

Traffic

100 sales

125 sales

50%

50%

Winner: 25% more sales

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A LITTLE QUIZ

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Which form was completed more?

Source: http://whichtestwon.com/archives/8154Winner by 88.7%

Long form vs. Short form

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Which offer drove more clicks?

Winner by 171%

Free offer vs. No offer

Source: http://whichtestwon.com/archives/3889

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Which form got more subscribers?

Winner by 14.5%

Source: http://whichtestwon.com/archives/3889

Short text vs. long text

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Why split test?

• Our guts are often wrong 1, 2

– Microsoft: 33% ideas win– Amazon: 50% ideas win– App Sumo: 12.5% ideas win

• Testing helps us actually improve conversion rates

1: http://exp-platform.com/Documents/2010-04%20ExP%20SDForum.pdf 2: http://visualwebsiteoptimizer.com/split-testing-blog/a-b-testing-tips/

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Why split test? Cont.

• “Companies that split test convert better”

Source: http://success.adobe.com/assets/en/downloads/whitepaper/Adobe2013DigitalMarketingOptimizationSurvey_FinalReport_April2013.pdf

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Hardest part: What do we test?

• GA is one of many data sources to use:

Test Ideas

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USING ANALYTICS TO AUGMENT YOUR TESTING

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1. WHICH PAGES SHOULD I OPTIMIZE?

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Can’t go past the goal funnel reports

• Absolute staple

• Start from the highest abandonment pages

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Top landing pages

• Another staple report– Content– Site Content– Landing pages

• Go for high-traffic, low conversion rate pages

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Find out how much traffic you need…

• Use traffic values to pages for your sample estimation:

• http://visualwebsiteoptimizer.com/ab-split-test-duration/

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2. WHAT IS THE VISITOR’S INTENT?

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Look at the referrers of your test page

• Drill down in the content or landing page reports by traffic channel / keyword

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Look at the internal search terms

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3. WHICH ELEMENTS ARE WORTH TESTING?

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In-page analytics

• Content > Site Content > All Pages > In-Page

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See which links are used

• Maybe my headlines need some work:

Visitor, Y U NO click blog post!?!

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Sometimes, outbound links tell you what visitors want to see on the page

Tons of heat on this button…

Adding “What we cover” to this page sold $20K in policies each month

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In-page Analytics is semi accurate

• Enhanced link attribution helps distinguish between multiple links to same page

• Go here to install it:– https://support.google.com/analytics/answer/2

558867?hl=en&ref_topic=2558810

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4. TRACKING EXPERIMENTS IN GA

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But Rooooooob…. Optimizely does this already

Well… GA has some tricks up its sleeve:

1. Reports and filters – already setup

2. Redundancy + retroactive reporting

3. Keep your tool/agency “honest”

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Plus - All the cool split test tools do it…

• Optimizely• Visual Website Optimizer• Cohorts.js (my personal favourite)• Unbounce

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OK. There’s more to it, but read my latest post (when it’s live)…

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5. FORM OPTIMISATION

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Track your form fields with GA

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Which fields are scaring customers?

Field Visits Abandonments

Name 1992 5.82%

Email 1876 5.54%

Number 1772 27.37%

Postcode 1287 6.92%

Conversions 1198

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Fewer fields are better… usually

Hint: Pre-fill “difficult” fields

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The code to track form fields

• Here’s the code (trivial to add via Google Tag Manager):https://github.com/MartijnVisser/form-tracker/blob/master/form-tracker.js

• Note: Requires jQuery

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Lead gen sites: Track actual sales

• You can do this by tracking lead IDs and your split tests in GA…

Split test variation

Lead ID

Google Analytics

CRM / Sales

Database

http://www.optimisationbeacon.com/analytics/track-leads-from-traffic-source-to-point-of-sale-in-google-analytics/

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Questions?

If we don’t have time, come chat with me afterwards (I don’t bite)

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Robert Kingstonm: 0409487930e: [email protected]: www.optimisationbeacon.com