search marketing thursday - januari 2014 - martijn geerlings
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Search Marketing Thursday - Januari 2014 - Martijn Geerlings (Optimizely)TRANSCRIPT
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Best Practices and Lessons Learned from
100,000 A/B TestsA/B TestsMartijn Geerlings
100,000
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9:1Friday, January 31, 14
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Lessons Learned
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Lesson #1:
Define success .
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Lesson #1:
Define quantifiable success metrics.
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Visitvisitors per day
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Visitvisitors per day
Emailsign up
rate
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Visitvisitors per day
Emailsign up
rate$
$ per recipient
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Visit Email $sign up
rate $ per recipientvisitors per day
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Media
Button
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Button:
1.Sign Up
2.Learn More
3. Join Us Now
4.Sign Up Now
Media:
1.Get Involved Image
2.Family Image
3.Change Image
4.Barack’s Video
5.Springfield Video
6.Sam’s Video
Splash page experimentVariations:
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Button: “Sign Up”Friday, January 31, 14
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Button: “Learn More”Friday, January 31, 14
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Button: “Join Us Now”Friday, January 31, 14
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Button: “Sign Up Now”Friday, January 31, 14
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Button:
1.Sign Up
2.Learn More
3. Join Us Now
4.Sign Up Now
Media:
1.Get Involved Image
2.Family Image
3.Change Image
4.Barack’s Video
5.Springfield Video
6.Sam’s Video
Variations:Splash page experiment
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Media: “Get Involved”Friday, January 31, 14
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Media: “Family”Friday, January 31, 14
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Media: “Change”Friday, January 31, 14
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Media: “Barack’s Video”Friday, January 31, 14
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Media: “Springfield Video”Friday, January 31, 14
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Media: “Sam’s Video”Friday, January 31, 14
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Button:
1.Sign Up
2.Learn More
3. Join Us Now
4.Sign Up Now
Media:
1.Get Involved Image
2.Family Image
3.Change Image
4.Barack’s Video
5.Springfield Video
6.Sam’s Video
Variations:Splash page experiment
Friday, January 31, 14
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Button:
1.Sign Up
2.Learn More
3. Join Us Now
4.Sign Up Now
Media:
1.Get Involved Image
2.Family Image
3.Change Image
4.Barack’s Video
5.Springfield Video
6.Sam’s Video
Variations:Splash page experiment
Friday, January 31, 14
![Page 34: Search Marketing Thursday - Januari 2014 - Martijn Geerlings](https://reader033.vdocuments.net/reader033/viewer/2022051613/54c77af24a79590f5b8b461f/html5/thumbnails/34.jpg)
Button:
1.Sign Up
2.Learn More
3. Join Us Now
4.Sign Up Now
Media:
1.Get Involved Image
2.Family Image
3.Change Image
4.Barack’s Video
5.Springfield Video
6.Sam’s Video
Variations:Splash page experiment
Friday, January 31, 14
![Page 35: Search Marketing Thursday - Januari 2014 - Martijn Geerlings](https://reader033.vdocuments.net/reader033/viewer/2022051613/54c77af24a79590f5b8b461f/html5/thumbnails/35.jpg)
Splash page experiment
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Splash page experiment
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Splash page experiment
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Email Subscriptions Volunteers Amount Raised
Original: 7,120,000 712,000 $143,000,000
+40.6% +2,880,000 +288,000 +$57,000,000
New: 10,000,000 1,000,000 $200,000,000
Splash page experiment
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Email Subscriptions Volunteers Amount Raised
Original: 7,120,000 712,000 $143,000,000
+40.6% +2,880,000 +288,000 +$57,000,000
New: 10,000,000 1,000,000 $200,000,000
Splash page experiment
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Email Subscriptions Volunteers Amount Raised
Original: 7,120,000 712,000 $143,000,000
+40.6% +2,880,000 +288,000 +$57,000,000
New: 10,000,000 1,000,000 $200,000,000
Splash page experiment
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Lesson #1:
Define quantifiable success metrics.
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Lesson #2:
Less is more. Reduce choices.
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+43.8% Purchases
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vs.
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vs.
+14.8% conversion rate
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Lesson #2:
Less is more. Reduce choices.
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Lesson #3:
Words matter. Focus on your call to action.
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vs.
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vs.
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vs.
+14.6% clicks
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Donation button experiment
Variations
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Donation button experiment
VariationsNever
Signed UpSigned Up,
Never DonatedPreviously Donated
0.0% 0.0% 0.0%+2.3% +27.8% +16.3%-27.8% N/A N/A+15.2% -24.6% +11.9%+8.5% +2.9% +18.4%
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Lesson #3:
Words matter. Focus on your call to action.
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Lesson #4:
Fail fast.
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vs.
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vs.
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vs.
-10% conversions
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Lesson #4:
Fail fast.
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Lesson #5:
Seek the Global Maximum.
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+0.5% Retention +1.4% Engagement
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Lesson #5:
Seek the Global Maximum.
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1. Define quantifiable success metrics.2. Less is more. Reduce choices.3. Words matter. Focus on your call to action.4. Fail fast.5. Seek the Global Maximum.
Lessons Learned
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Thank You
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vs.
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vs.
+8% engagement
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2009! 2010! 2012!2011! 2013!
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