Eworks WSI Cyprus online testing oct 2010
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The document discusses online testing, which aims to identify variables on a webpage that enhance conversion rates through a systematic testing process. It outlines various testing methodologies, case studies demonstrating the effectiveness of online testing, and emphasizes the importance of test validity and robust planning. Additionally, it includes details on consulting services offered and promotional packages for clients.
Eworks WSI Cyprus online testing oct 2010
- 1. Online Testing – the O li T i h light in the tunnel light in the tunnel October, 2010
- 2. AGENDA • What is Online Testing? What is Online Testing? • How is it working? • Variables of Success i bl fS • Case Studies • Conversion Optimization Consulting
- 3. What is Online Testing? Online Testing (OL) Definition: Online Testing (OL) Definition: In a nutshell, online testing involves testing one or more g variable from a webpage to identify which ones can create a positive difference in the conversion. The winning variable then h bl h becomes the control, or bench mark, which future ones are mark which future ones are measured against.
- 4. Online Testing Steps Scientific testing involves the following steps: 1) Determining which element(s) of a page you want to test. 2) Creating the test / the test page 3) Setting up the tool use for the testing 3) Setting up the tool use for the testing 4) Keeping good, accurate test records. 5) Running the test campaign. 6) Tracking and comparing results to determine which test variable is the 6) ki d i l d i hi h i bl i h winner. (100 conversions) 7) Repeating the cycle, constantly attempting to beat your existing control
- 5. Categories of Online Testing • A/B test, Split test / , p • MVT ‐Multivariable test Page 1: Control (the original) Page 1: Control (the original) SUBSCRIBE SUBSCRIBE NOW SEND ME THE FREE GUIDE NOW Page 2: Test page Page 2: Test page SEND ME SEND ME THE FREE THE INFO GUIDE NOW GUIDE NOW
- 6. Time needed for testing? LONGER Test Period SHORTER Test Period # of Alternatives / More (MVT) Less (A/B) Variables Difference in Results Lesser Greater Traffic Volume Less More Confidence Level Higher > 90% Lower < 90% 100 conversions
- 10. Risks? What Risks? • All Test Types are not All Test Types are not Equal • Comparing & Contrasting A/B and MVT A/B d MVT • The Risk of the Endless Test
- 11. KEY principles for online tests Test Methodology – Is A Process ! – Single Variable Test Formula • The most important tool for performing a useful experiment The most important tool for performing a useful experiment. – The (relevant) Academic Vocabulary • There are Concepts, Terminology, Differences between Variable • Understand and Use them Properly d d d h l – Test Protocol • Use proper tool organizes each stage of the test process and automatically calculates all of the key equations.
- 12. KEY principles for online tests Test Validity y • Understanding of validity principles, so that you can be confident in the results of your test. – The Threats to Test Validity • "history effect", • "instrumentation error" "instrumentation error" • "sample distortion” – The Sample Size Validity The Sample Size Validity • The key mathematical equations for determining test size. – The Validity Formula
- 13. KEY principles for online tests Test Planning • Which variables to test? – Knowing what to test is as important as knowing how to test. – The Optimization Formula • Prioritize your testing goals Prioritize your testing goals. • More revenue = right order. – The Test ROI Calculation Tool • Calculates the compounding ROI on a given series of tests. • Saves time and money as it helps you determine the impact of each test on your marketing budget. – Radical Redesigns • How to capture multi‐variable test results with single variable testing techniques q
- 14. What’s the big deal about Online Testing? • Online Testing: Online Testing: – Motivation – Value proposition Value proposition – Incentive –A i t Anxiety – Friction C = 4m + 3v + 2(i f) -2a © 2(i-f) 2a
- 15. When? • How would you Know WHEN need TO APPLY this strategy? hi ? • The right answer: • ALL THE TIME there is an ALL THE TIME there is an Opportunity pp y • Amazon – case study: 200 live online tests running every day 200 li li t t i d
- 16. Case Study 2‐ The Formula! 816% Growth in New Subscribers ORIGINAL TEST
- 18. Case Study 3‐ Treatment 100% Money BacK Guarantee – Eliminating anxietY Call to Actions highlighting the benefits
- 19. Let’s compare … ORIGINAL TREATMENT
- 20. Case Study 4: Is It Worth it? Professional Photographer g p • Status: – New site – Artistic / flash / – Minimum content – No commercial aspect • Goals: – To get New Clients • Strategies: – They decided to do PPC – Adding some wedding pictures on the actual site Adding some wedding pictures on the actual site
- 21. Case Study 4 – cont. • Our proposal: Our proposal: – Landing Page g g • Reaction: – Fighting • Agreement: – Online Testing
- 22. Case Study 4 – cont. • Results: – Our page performed better: 71.6% improvement in conversion (contacts) in conversion (contacts) • The client got 4 wedding contracts, with an online marketing budget of 3.5% spent online marketing budget of 3 5% spent
- 24. Oak Photography LP Differences
- 25. ATTENTION • Controversy about Best Practices Controversy about Best Practices • Example: Video on AutoStart or Press Play l
- 26. Case Study 5 ‐ controversy Video Play Not Play Vid – Pl or N t Pl ? 63% improvement in conversion with Video on autoplay
- 27. CONCLUSIONS • Do not go Blind with your marketing your marketing • Focus your money and resources where it counts • Get confirmation you are on the right track g
- 28. Conversion Optimization Eworks WSI Cyprus: • Consulting Services Consulting Services • Landing Page / Website / Email Marketing M k ti • Report (14‐20 variables analyzed) • 100% Money Back Guarantee (certain conditions apply) • Our Clients Implement 95‐100 % of our recommendations of our recommendations
- 29. EworksWSI Cyprus SERVICES: - Webdesign - Interactive Content ( g (digital p publishing) g) - Landing Pages Design -Digital Marketing - Website Conversion Optimization Optimi ation - Flash Content - Landing Pages - Print Design Conversion Optimization p - Logo Design - Email Marketing Conversion Optimization CONTACT INFO: info@eworkswsi.com.cy i f @ k i +35799‐555747 www.EworksWSI.com.cy www EworksWSI com cy
- 30. PROMO ! ONLY for our clients: ONLY for our clients: ‐ Until Dec 31, 2010 ‐ O li Online testing discounted f i di d from €500 to €300 € 00 €300 ‐ A d hi i And this is not all …… ll
- 31. PROMO ! Package 1: Package 2: Package 3: 1 sample design 2 sample design 2 sample design Cost Package: Cost Package: 1 Online Testing €450 €450 €600 €600 Cost Package: Cost Package: (Information (Information €685 Architecture Doc Architecture Doc Architecture Doc Architecture Doc (Information (Information completed) completed) Architecture Doc completed)
- 32. Contact Eworks WSI Cyprus Contact us for more info Contact us for more info Eworks WSI Cyprus k S C info@eworkswsi.com.cy www.eworkswsi.com.cy www eworkswsi com cy Tel: +357‐99555747