Spring into Action Webinar: The A/B Testing Idea Engine

Delivering profitable ‘A-ha!’ moments everyday.™

Mastering the A/B testing idea engine

© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome

Chris Goward, Founder & CEO !  Developed WiderFunnel’s LIFT Model™ and

Infinity Optimization Process™

!  Advises clients on B2B, B2C, Lead Gen, E-commerce, and Affiliate marketing

!  In demand as a keynote speaker globally

!  Author of the book: “You Should Test That!”

Get a free chapter at: YouShouldTestThat.com


One of you will win a free copy today.





This is called a HiPPO problem.



The future’s so bright...


But there’s a problem...



Optimization requires humility


Optimization champions

are zen marketing masters

They combine the yin & yang of marketing


Proven Quantitative Logical Solid

Intuitive Qualitative

Inspired Fuzzy


The best optimization process maximizes both creative and analytical thinking


Infinity Optimization Process


Explore

Combines diverse information through the lens of the customer experience. Generates surprising customer insights to be validated.


TM LIFT Model

(Note: For more info, google �WiderFunnel Lift�)



Eye tracking heatmap


!  Screencasting and video editing software

!  Conversion rate lift of 26% over 6 months

!  $2 Million revenue increase from optimization


Distraction: Tiled images create a “false bottom,” blocking visitors from reaching feature copy

Distraction: Competing CTA’s with no price clarity


" 11.5%

" 4.5%


“ Tangible products must be intangibilized to add customer-getting appeal, and intangible products must be tangibilized.”

– Theodore Levitt


" 26% sales lift

?



Store Logo

Clarity: Shoppers want to refine their results by color.

..but, inconsistent use of “color” and “palette” plus long list of color options creates cognitive load.





Validate

Confirms the efficacy of creative insights through rigorous A/B testing. Generates new insights based on surprising customer behaviour.


?


?

A B C



?

A B C

15.6% Lift 9.8% Lift 23.6% Lift


Optimization is much more powerful than just website tweaks.


!  Cel phone signal booster hardware

!  Full service Infinity Optimization Process

!  36% revenue lift after four months


The ControlHomepage


The Control

CLARITY: Based on scroll and heuristic analysis, the first block of content created a false bottom.

CLARITY: White/black text on dark purple hard to quickly read.

Homepage

VALUE PROPOSITION: Very crisp, clear value proposition messaging.

Visitors faced an extremely long page with clarity issues.


“Cognitive strain makes people wary of their actions.”

– Daniel Kahneman

© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome source: NNGroup


BJ Fogg Behavior Model


Control Variation A Focused segmentation redesign v1


Easy segmentation module.

Homepage Variation A

Best-selling products as secondary module to give idea of products available.

Will a more focused homepage reduce interaction costs and help visitors find the right product faster?


Variation A Variation B Focused segmentation redesign v2 Focused segmentation redesign v1


Homepage Variation B

Tabs provide more info for those who need it and provides data on engagement.

A more comprehensive redesign to test against Control.

Additional segmenting in top banner to at least differentiate between home shoppers and businesses.


Variation A Variation B Focused segmentation redesign v2 Focused segmentation redesign v1

Control

... ... Product Sales: +15.8% +41.4%


What does a happy client look like?



And that’s just the beginning�


Category Page Test # 1 +18.8% Lift


Category Page Test #2 +17.4% Lift



A/B testing can also reveal persuasional triggers


•  Monthly mystery box of toys •  E-commerce subscription model •  Huge social fan base Goals •  Lift subscribers and profit •  Understand their customer


Intrigue? Quality?

Fun? Value?

Social

Inclusion?


You Should Test That!


A B C # 7.7% " 0.6%


A B C


A B C " 14.1% " 8.9%

?


Growth + Insights = Awesome


Social Proof works For this audience and context!


Prospects’

Desires

Your Features

Competitors’ Features

Your%%Points%of%Difference%%

(PODs)%Your%%Points%of%Parity%%

(POPs)%

Your%Points%of%Irrelevance%(POIs)%

© 2007-2016 WiderFunnel Marketing Inc. Tweet this: @chrisgoward #awesome Your Customer?




How does it look over time?






Profitable ‘A-ha!’ moments everyday.™


We partner with high performance brands to deliver profitable ‘A-ha!’ moments everyday.



Download a free chapter at: www.YouShouldTestThat.com Email your questions to: [email protected]

How to become an optimization champion?

Q&A $

Or email: [email protected]

Thank You! You will receive a recording of the webinar

in the next few days.