think tank presentation 5-2012
DESCRIPTION
This is the slideshow I made for my presentation at the ShareASale ThinkTank in Austin, TX on May 17, 2012TRANSCRIPT
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All About �Testing�
By Jim Borzilleri
CEO and Founder of
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Overview �
Intro to Testing
Q & A
The 4 Types of Tests
Best Elements to Test
Rules of Testing
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Who Should Be Testing? �
ü Anyone who makes money online
ü Advertisers/Merchants
ü Affiliates
ü Search Marketers - PPC and Organic
ü Lead Gen
ü All E-Commerce Websites!
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What is Website “Testing”? �
ü Testing: Solving the age old problem of “What works best” (trying new variations of your website)
ü Conversion Rate: The ratio of the number people who complete a desired action versus the number of total visitors. For example if 100 people visit your website, and 3 buy, your conversion rate would be 3%.
ü Control: The unmodified version of the page you’re trying improve.
ü Variation: A different version of a website element.
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Why Test? �
ü More Profit / Sales /Customers
ü Better Website Usability
ü Increased Conversions
ü Happier Website Visitors
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The Math of Testing �
Assumptions: Media Spend: $10,000 Assume 10,000 Visitors ( $1 CPV) Total Sales = 200 ( 2% Conversion) Profit Per Sale = $100 Profit = $20,000
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Testing is Very Profitable �
After Testing: 10% Increase Conversion Rate from 2% to 2.2% 10k Visitors x 2.2% conversion = 220 Sales 20 Additional Sales = $2000 Additional Profit or 20% 25% increase Conversion Rate from 2% to 2.5% 10k Visitors x 2.5% conversion = 250 Sales 50 Additional Sales = $5000 Additional Profit or 50%
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The ROI of Testing �
All That From the Same Traffic
you Already Pay for!
The Return on Investment is HUGE
There is NO Limit!
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Some Brutal�Statistics�
This is really shocking!
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Average Web Conversion Rate �is 2%! �
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Another Way to Look At it �
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Only 1 out 4 Marketers? �
ü Forrester Research claims that ONLY 25% of online businesses are testing as part of their online marketing efforts.
ü That’s 1 in 4 Marketers!
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Shopping Cart Abandonment �is a HUGE Problem! �
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So Why isn’t Everybody Testing? �
ü Testing is to complicated!
ü Don’t Need To – website works already
ü Requires programmers/programming
ü Not sure if your changes will work
ü Unsure what to test
ü Don’t understand testing
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4 Types of Tests �Heat Maps URL A/B Tests Visual A/B Tests Multivariate Tests
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Heat Maps�
ü Very Simple to Deploy
ü Show Design Issues
ü Basis for 1st Test
ü Great for finding “Funnel” leaks
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URL �A/B Testing �
ü Requires at Least 2 or more URL’s
ü Most Common Testing Method
ü Statistical Significance Issues
ü Low Traffic Requirements
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“Visual” �A/B Testing �
ü Works on Any Website
ü Make Changes Yourself - Easiest to do
ü 1 Variation At a Time
ü Requires 3rd Party Software
ü Low Traffic Requirements
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Visual A/B Menu�
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Multivariate Testing �
ü Requires only 1 URL
ü “Combinations” of Variations
ü Least Common Testing Method
ü Higher Traffic Requirements
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Best Kept Secret of Testing �
ü Start with URL A/B Tests
ü Refine with Visual A/B Tests
ü The Key? Multivariate Tests for even further improvements!
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What Should�You Test? �
I get asked that a lot!
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Top Elements to Test �
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What to Test �Most Popular Elements �
① Headlines
② Calls to Action
③ Buttons
④ Images
⑤ Cart Setup
⑥ Fonts
⑦ Layouts
⑧ Security Seals
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#1 �Test Your Headlines �
ü What is a good headline? - Grabs attention and keeps
people on your site.
ü You ONLY have a few seconds!
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#2�Test Your Call to Action�
What are you asking your visitor to do?
BUY NOW
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Case Study #2 �
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Case Study #2 �Results �
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#3�Test Your Buttons �
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64% Increase �
ü One of our clients only increased the SIZE of their “Download” button, and enjoyed a whopping 64% increase in conversion!
What’s the point?
Always Test Button Size and Text!
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#4 �Test Your Images �
ü Image Content - Happy Couple or Bikini for Weight Loss?
ü Image Size - Big Or Small
ü Image Size in KB - Faster is always better
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Case Study #4�6 Image Variations �
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Every Variation�Outperformed the Original�
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14% Don’t want to register
12% Felt site was asking for too much info
11% Checkout too long/confusing
#5�Test Your Cart �
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#6�Test Fonts �
ü Test a Larger Font Size • Makes it Easier to See on the Page • Makes it easier to Read
ü Test a Different Font
ü Test a Different Color Font • Make it Stand Out on the Page • Can Produce Different Emotions
• For example, Blue is Safe, etc..
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#7�Test Layouts �
ü Price Positioning & Size
ü Page Format
ü Image Positions
ü Text Formats
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Case Study #7�Layouts �
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Case Study #7 - Layout �Results �
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#8�Test Security Seals �
ü SSL Seals
ü Trust Seals
ü Privacy
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Update:�Test Social Proof �
ü Social Proof
ü Likes/ Followers
ü Testimonials
ü Must be tested
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Review of What to Test �- 8 Most Popular Elements �
① Headlines
② Calls to Action
③ Buttons
④ Images
⑤ Shopping Cart
⑥ Fonts
⑦ Layouts
⑧ Security Seals
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Testing Rules �
Little Things That Make a
Big Difference
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Rule #1 �Test Everything�
ü Don’t stop at 1 element
ü A small change can be huge
ü Nothing is sacred
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How?�Adopting a Culture of Testing �
ü Adopt a New Policy - Test Every Web Site and Landing Page
ü All your commercial websites should be tested 100% of the time.
ü Increasing you conversion rate is addictive and very profitable.
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ü Always make sure you have a fast website
ü Amazon claims every second of delay loses 1% conversion!
ü Test speed all the way through your funnel - not just one page
Rule #2�Speed Matters! �
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Rule #3�5 Second Rule �
ü Show your website/page to someone for 5 seconds then hide it
ü If they can’t tell you the primary purpose of the site is, you have a problem
ü Always make sure visitors get a chance to read your most important text – headlines.
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Rule #4�Avoid Clutter �
ü Simple can be better
ü Most pages have too much info
ü Make it easy to “get it”
*An exception to this rule would be for sites designed to provide a high level of detail like a “product detail” page.
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Wrapping it Up�
Introduction to Testing
4 Types of Tests
Best Elements to Test
Rules of Testing
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Why Start Right Now? �
ü More Profit / Sales /Customers
ü Better Website Usability
ü Increased Conversions
ü Happier Website Visitors
and in case you missed it….
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Testing�is highly�
PROFITABLE!! �
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Start For Free!�
Get Heat Maps and Start Testing Free at:
Experimently.com
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Thank You! �Questions? �
(801) 590-8720x 111
linkedin.com/in/jamesborzilleri
Jim Borzilleri Chief Optimizer