A / B Testing: The Most Powerful Way to Turn Clicks Into Customers
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How Your Business Can Use the Science That Helped Win the White House
The average conversion rate—the rate at which visitors convert into customers—across the web is only 2%. That means it's likely that 98% of visitors to your website won't end up converting into customers.
What's the solution? A/B testing.
A/B testing is the simple idea of showing several different versions of a web page to live traffic, and then measuring the effect each version has on visitors. Using A/B testing, companies can improve the effectiveness of their marketing and user experience and, in doing so, can sometimes double or triple their conversion rates. Testing has been fundamental in driving the success of Google, Amazon, Netflix, and other top tech companies. Even Barack Obama and Mitt Romney had dedicated teams A/B testing their campaign websites during the 2012 Presidential race.
In the past, marketing teams were unable to unleash the power of A/B testing because it required costly engineering and IT resources. Today, a new generation of technology that enables marketers to run A/B tests without depending on engineers is emerging and quickly becoming one of the most powerful tools for making data-driven decisions.
Authors Dan Siroker and Pete Koomen are cofounders of Optimizely, the leading A/B testing platform used by more than 5,000 organizations across the world. A/B Testing: The Most Powerful Way to Turn Clicks Into Customers offers best practices and lessons learned from more than 300,000 experiments run by Optimizely customers. You'll learn:
- What to test
- How to choose the testing solution that's right for your organization
- How to assemble an A/B testing dream team
- How to create personalized experiences for every visitor
- And much more
Marketers and web professionals will become obsolete if they don't embrace a data-driven approach to decision making. This book shows you how, no matter your technical expertise.
You have a competitor somewhere doing the same thing you do—but in a more data-driven way. And they will beat you, because they're listening to the numbers. The second is that eliminating the need for a HiPPO can be liberating for an organization because it eliminates the requirement that everyone involved in a decision be a know-it-all. When people feel comfortable saying “I don't know, but let's run an experiment,” they're more inclined to take risks by trying things outside the norm. The
to win over throughout the organization. To do this, identify some experiments you can run that will give you early wins and allow you to make the case for a continued investment. You don't want the first test you run to be contentious with the people whose buy-in you're trying to win. It's critical that this initial test clearly prove value without pissing people off. “What I really like to focus on are good tests, tests that you know are almost like slam-dunks or very quick wins,” Scott
examine a user's entire history—the things someone has looked at, clicked on, or purchased—and then deliver exactly the thing they think is most valuable for this user. Today's A/B testing tools offer advanced targeting and segmentation, allowing the non-Amazons of the world to create tailored experiences for different types of visitors. A business may start by using A/B testing to improve the “average best experience” on its website—a single experience across all types of users. The next step
All you need to do is start asking questions. Who knows where they might lead you? Part I Lessons Learned from 200,000 A/B Tests (and Counting) Having worked with thousands of different organizations on hundreds of thousands of different A/B tests, we've been able to distill some of the key principles and insights that any tester or testing team should have in mind as they make their first forays into testing. Part I addresses some of the typical questions that you might have about jumping
Agencies Alami, Ali Alexa Top 200 Allen, Lizzie “Always Be Testing,” Amazon Anchoring techniques Automatic updates Avalanche Technology Group AVG B Banks, Sara Bed Bath & Beyond Big bang launch Blettner, Jeff Bottlenecks, identifying Brainstorming Budgetary limitations Built-in features (SaaS) Bush, George W. Business models, changing C Call-to-action clicks CareerBuilder Cent pricing Change, resistance to Checkout Checkout funnel Choices, reducing, see Reducing