tests with knock out results - justin rondeau #ab40
TRANSCRIPT
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Tests with Knock Out results
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
“Just who do you think you are?”
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
Someone with a very unique perspecDve of the industry
Evaluate Other People’s
Tests
Conduct My Own Tests
Train In-‐House TesDng Teams
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
I see 1000+ tests per year across virtually every industry verDcal
Evaluate Other People’s
Tests
Conduct My Own Tests
Train In-‐House TesDng Teams
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
Things You’ll Hear Tonight: • Using TesDng to Grow Your Business • How to Severely #$%^ Up Your Tests • Psychology Techniques
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
What You’ll Hear From Me: High Impact Pages to Start On Example of Elements that are Worth TesDng
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
Start Low, Aim Big
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
Start Low Begin on Pages Closest to Your Long-‐Term ConverDng AcDon
Think Checkout, Cart, or Thank-‐You Pages
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
Why? Most qualified traffic Easier to quanDfy converDng acDon
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
Results: 3.6% Li^ in AOV Brand: 3Suisses Agency: AlDma Tech: Avenseo
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
Aim Big Go for Pages with the Highest PotenDal Li^*
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
The Infamous ‘*’
This doesn’t mean ‘Go for your worst performing page’
Page A Page B
Conversion Rate
.05% 2.5%
30% Li^ .065% 3.25%
Difference .015% .75%
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
10% li^ of a badly performing page worth $100 = $10
10% li^ of a well performing page worth $10,000 = $1,000
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
You may be able to apply the learnings from tests on high-‐performance pages to li^ lower-‐performing pages later.
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
Why? Higher Li^s Require Smaller Sample Sizes Lowest Hanging Fruit
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
Results: 282% Li^ in Form CompleDon (on this page) – 57% Overall Brand: KinderCare Agency: ISITE Design Tech: Adobe Test & Target
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
High Impact Test Examples
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
Results: 7.1% increase in orders, 2.37% increase in AOV, 9.64% increase in RPV Brand: Anonymous Agency: Exclusive Concepts Tech: SiteSpect & ConversionOnDemand
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
Results: 49% Li^ in Unique Orders & 51% Li^ in RPV Brand: Anonymous Agency: ConversionIQ Tech: Visual Website OpDmizer
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
Results: 28.2% Li^ in Clicks at 99.9% Confidence Brand: Suzuki Belgium Agency: AG Consult Tech: OpDmizely
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
Results: 14% Li^ in Unique Purchases Brand: KRAS Agency: Online Dialogue Tech: In-‐House
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
Results: 23.7 Li^ in Unique Sales & 15.99% Li^ in RPV (Both at 96% Confidence) Brand: Radley Agency: Red Eye, Inc. Tech: OpDmizely
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©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau
Did you keep score? How’d You do?
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Thanks & Contact Info Justin Rondeau Chief Editor & Testing Evangelist WhichTestWon [email protected] (401) 354-7555 x33
@Jtrondeau