Learn from failed A/B tests to create winning results
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The document discusses insights gained from A/B testing which can lead to improved conversion rates and customer understanding. It emphasizes that not all tests yield positive results, but valuable insights can still be derived from failed tests. The presentation also highlights the importance of a structured experimental design in maximizing results and balancing insights in conversion optimization.
Learn from failed A/B tests to create winning results
- 1. Profitable ‘A-ha!’ moments everyday.™
- 2. THE CONNECTED CONVERSION OPTIMIZATION PLATFORM
- 3. Keep up with the new platform at vwo.com/evolution
- 4. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome Learn From Failed A/B Tests to Create Winning Results How to Turn Losses into Wins
- 5. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome Before we get started. . . • This presentation deck and recording will be available to you after the webinar • Use the General Chat panel to ask questions or make comments in real time • Stay to the end for the chance to win a free digital copy of You Should Test That! Type question here
- 6. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome One of you will win the book today. Get a free chapter at: YouShouldTestThat.com
- 7. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome • Developed the LIFT Model®, PIE Framework, and Infinity Optimization Process™ • Keynotes at conferences and seminars around the world • Author of You Should Test That! Get a free chapter at: YouShouldTestThat.com Chris Goward Founder & CEO, WiderFunnel
- 8. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome 23.4% more orders for IBM Softlayer servers
- 9. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome 115% more qualified leads for Magento Enterprise
- 10. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome 210% lead generation lift for Equity Trust
- 11. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome $1 million per month additional revenue for BuildDirect.com
- 12. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome
- 13. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome But not all tests are winners, right?
- 14. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome
- 15. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome
- 16. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Result: Both variations lost. Var A Var B
- 17. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome
- 18. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome But! The experimental design delivered valuable insights.
- 19. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Var A Var B
- 20. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Clarity: Shoppers want to refine their results by color. ..but, inconsistent use of “color” and “palette” creates cognitive load.
- 21. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome There are no losing experiments... ...if you use the right experiment process.
- 22. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome ?
- 23. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome ? A B C
- 24. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome
- 25. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome ? A B C 15.6% Lift 9.8% Lift23.6% Lift
- 26. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome Great results aren’t random The right process makes magic happen.
- 27. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Infinity Optimization Process
- 28. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome A B C ↓ 7.7% ↑ 0.6%
- 29. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome A B C
- 30. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome A B C ↑ 14.1% ↑ 8.9% ?
- 31. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Validate Design of Experiments is used to maximize the growth and insights results from experiments.
- 32. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome Your challenge: Balance results and insights
- 33. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome Unless you have infinite traffic... You can't isolate every variable - tests will take too long. You can't only test one variation - you'll learn nothing. You can find the ideal balance with Design of Experiments.
- 34. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome The results and insights spectrum Results Insights A/B Multivariate
- 35. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome The results and insights spectrum Results Insights A/B MultivariateFractional factorial
- 36. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome Why is this important?
- 37. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome It allows you to gain important insights.
- 38. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome Use Factorial Testing to understand your customers’ psychology
- 39. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome
- 40. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome
- 41. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Infinity Optimization Process
- 42. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Explore Web analytics – done right – can feed insights into user experience hypotheses.
- 43. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Conversion Rate: -2.23% Revenue per visitor: -2.95%
- 44. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome
- 45. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Conversion Rate: -9.97% Average Donation: +1.57% Revenue per visitor: -8.55%
- 46. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Ikea effect Consumers place a disproportionately high value on products they partially create. Could interacting with the slider create a sense of ownership of the donation?
- 47. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Explore Your visitors convert in their minds before they convert with their click.
- 48. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome #AlternativeFacts
- 49. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Loss Aversion Studies have shown that losing an amount is twice as psychologically powerful as gaining the same amount. - Amos Tversky and Daniel Kahneman
- 50. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Conversion Rate: +2.04% Average Donation: +5.94% Revenue per visitor: +8.01%
- 51. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Consistency Principle We like to keep consistent with what we think, say and do, and will change to ensure this is so. - Cialdini, Influence.
- 52. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome
- 53. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome
- 54. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Conversion Rate: +1.97% Average donation value: +3.07% Revenue per visitor: +5.10%
- 55. © 2007-2017 WiderFunnel Marketing Inc. Tweet to: @chrisgoward #Awesome Selected Regular donor Selected Occasional donor Selected First-time donor Did not select an option 14% of visitors 68% of donors 86% of visitors 32% of donors
- 56. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome Now, we’re building on these insights to deliver Personalized data-informed experiences.
- 57. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome Q&A → Or email: iwant@widerfunnel.com
- 58. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome Want new ideas to spark your testing program? Download the new graphical cheat-sheet with 17 new A/B test ideas: WiderFunnel.com/17ideas Email your questions to: iwant@WiderFunnel.com
- 59. © 2007-2017 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #Awesome Thank You! You will receive a recording of the webinar in the next few days.
- 60. Profitable ‘A-ha!’ moments everyday.™