WordStream & SiteTuners: The A/B Testing Myth [Webinar]

The A/B Testing Myth:How to Really Get More Conversions

Brought to you by:

www.wordstream.com/learn

#ABdelusion

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Today’s Speakers

Larry KimFounder & CTO, WordStream

@LarryKim

Tim AshCEO, SiteTuners

@Tim_Ash

About SiteTuners

• San Diego based conversion rate optimization agency

• Large and small company clients worldwide in all industries

Practice areas:

– Conversion-focused website blueprints (full redesigns & quick facelifts)

– Landing page test plans & testing strategy development

– Ongoing conversion management, internal team mentoring & training

M O R E T H A N

s i n c e 2 0 0 2

1200CLIENTS

I Love Split Testing

We have used testing to make our

clients over $1,200,000,000

But I Don’t Have a Dog In The Race

The Big Myth

CRO = TESTINGA/B Testing Is The Answer To Everything

More & faster testing is the best measure of CRO!

Climbing in the blizzard – making progress…

… The next morning – you can’t get there from here

You wanted to be here

You ended up here

You started here

The Valleys of Tears

Other Circumstances When Testing Is Not Appropriate

When problems are obvious - just fix them

When problems are sitewide (not isolated)

When there is not enough traffic

When traffic is changing, seasonal, or spiky

When you are ignorant of basic math

Keep Testing In Proper Perspective

Common problems when testing is overemphasized

• Testing velocity becomes an end onto itself

• Testing trivial stuff is a crutch – reduced to settling bar bets

• Diminishing results as page improves and game-changing ideas are scarcer

• Undervalues & often preempts or compromises large-scale redesigns

• Is largely incompatible with business model changes, or major technology platform integrations

• Focus on customer and valuable qualitative insights are diminished

What you should think about…

• Pick flexible testing tools that allow you to test non-trivial ideas

• Understand when testing is not appropriate

• Focus on profit improvements and not testing velocity (effectiveness vs efficiency)

• Have a tactical and strategic testing tracks going side by side

• Stop testing during major projects to gain the best long-term outcomes

• Understand all of the qualitative tools at your disposal

Sorry if you don’t like my conclusions…

… feel free to get some of your owndirect experience.

A quick introduction to Larry

• Founder & CTO of WordStream (@larrykim)

• Provider of the 20 Minute PPC Work Week, the AdWords Performance Grader, and the Landing Page Grader

• #1 PPC Expert 2 years running according to PPC Hero & 3Q Digital

• Had first kid 6 months ago (#PPCkid)

Our Agenda

• Why conventional wisdom around A/B testing is silly

• What is a good conversion rate?

• Review: The top 10% of landing pages

• What makes them tick?

• How can I replicate them?

• What does it all mean?

#ABdelusion @larrykim

Epiphany #1:The Classic A/B Test

is a Fairy Tale

The Great Landing Page Optimization Fairy Tale

We changed the:• Font type

• Spacing

• Button color

• Image

• Etc.

We got a 5% increase in conversions!!

Typical Conversion Rate Optimization Test

The early lead disappears!

We want to believe our hard work paid off, but we are usually

deluding ourselves…

Typical A/B Test is Overrated

• Small changes result in small changes

• The X% increase you think you go probably isn’t significant!

Rearranging Deck Chairs on the Titanic

Epiphany #2:So What is a Good Conversion Rate?

Forest vs. Trees

What is a Good Conversion Rate?

Survey Methodology

Donkeys vs. Unicorns

Distribution Point Conversion Rate Vs. Average Comments

Average 2.35% Donkeys

Top 25% 5.31% 2x Awesome

Top 10% 11.45% 5x Unicorns

“Top 10% of Accounts Have a CVR 3x Average” Rule

Distribution Point All accounts Ecommerce Legal B2B Finance

Median CVR 2.35% 1.84% 2.07% 2.23% 5.01%

Top 25% CVR 5.31% 3.71% 4.12% 4.31% 11.19%

Top 10% CVR 11.45% 6.25% 6.46% 11.70% 24.48%

Aim for 3-5x Increases, NOT 3-5%!

Landing Page Unicorns?(3-5x Avg. Conversion Rate!)

Epiphany #3:What Do Landing Page Unicorns Look Like?

Hunting Landing Page Unicorns

Change the Offer

Version A. Version B.

How to Know if Your Offer Stinks

• Average or below average conversion rate

• Ask your customer!

Change the Flow

New flow: Registration at the end

New Flow: Quality vs. Quantity

New Flow: Another Example

New Flow: Let Them Choose

Epiphany #4:Finding Unicorns

Requires Effort

Relative Abundance

Name Percentile Relative AbundanceVs. Expected

Conversion Rate

Awesome Landing Pages

Top 25% 1:4 2x Higher

Unicorns Top 10% 1:10 3-5x Higher!!

But I Have 10 Landing Pages!

This is the Same Landing Page with Different Spacing…

80% of Traffic Goes to 10% of Landing Pages

The Bar for Landing Page Excellence is VERY Low

You Don’t Need Dozens of Landing Pages*

More Landing Pages Doesn’t Inherently Help

Epiphany #5:Consider Ditching Your Landing Page

Calls Radically Change the Flow!

• Calls bypass the landing page altogether (a very leaky step!)

• The intent behind a call is much stronger than a click

• Calls convert 3x higher than clicks

Click-to-Call = Insane Landing Page Optimization

4. Lead Captured

2. Calls Business

2. Clicks On Ad

3% Avg. Conversion Rate

1. Sees Ad

3. Visits Website Landing Page

Desktop Search Conversion Funnel

Mobile Search Conversion Funnel

Calls to Businesses Worth 3x More than Clicks on Average!

Mobile Conversion Funnel is Very Different

3. Lead Captured

1. Sees Ad

Forget Landing Pages: Force People to Call

Epiphany #6:F%@# Conversion Rates*

Eh? What?!

Note Definition of Conversion Rate**

Conversion Rate = # of Completed Actions / Total Visits to a Page

• Beware of A/B tests that merely exchange quantity for quality

• Generating more, lower quality leads could hurt, not help your business!

Epiphany #7:Use Remarketing as a Conversion Rate Optimization Tool**

Use Remarketing as a CRO Tool

96%Of people who visit a website leave without completing the actions marketers want them to take

70%Of people abandon their shopping cart without completing a purchase Your Ad

Your Site

Why I View Remarketing as CRO**

It’s an opportunity to…• Turn abandoners into leads

• Increase branded searches

• Increase repeat visitor rates and engagement

• Increase effectiveness of landing pages?

Users who have visited your website

Bring them back to your website

Remarketing on Facebook

Remarketing on Twitter

Remarketing on the Google Display Network

Be Super Aggressive:Conversion Rates Increase Over Time!

Conversion Rates Increase With More Ad Impressions

Summary: Be a Unicorn among a Sea of Donkeys

• Most A/B tests = Rearranging deck chairs, small % changes, and are often insignificant, or not long lasting

• Big landing page optimization = 2-5x changes AND improved lead quality.

• Big changes = Changing your offer or changing the flow, eliminating the stages where people get stuck, etc.

• Mobile changes everything. Consider deleting your landing pages!

• Remarketing = Conversion Rate Optimization!**

www.wordstream.com/google-adwords www.wordstream.com/landing-page

Grade Your AdWords Account Grade Your AdWords Landing Pages

SAVE $300• increase your revenue and profit

• generate more leads

• land more customers

• boost sales and paid memberships

• maximize your marketing ROI

Rio All-suites Hotel & Casino

Las Vegas - May 13-14, 2015

Get a Free 15-minute Conversion Review

• Interactive review of your key conversion paths

• Conducted by SiteTuners conversion staff

• Identify key segments and opportunities for customization

• Video transcript recorded via GoToMeeting

• Offer good only for companies generating at least $1 million annually in online revenue. New customers only please.

Limited Availability – first 5 to sign up

To take advantage of this FREE offeryou must schedule by Nov 15, 2014

Bit.ly/CROreview

Larry KimFounder & CTO, WordStreamlkim@wordstream.com@LarryKimmareketingteam@wordstream.com

Let’s Stay in Touch!

Tim AshCEO, SIteTuners

tim@sitetuners.com@Tim_Ash

800.521.5066

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