All About �Testing�

By Jim Borzilleri

CEO and Founder of

Overview �

Intro to Testing

Q & A

The 4 Types of Tests

Best Elements to Test

Rules of Testing

Who Should Be Testing? �

ü  Anyone who makes money online

ü  Advertisers/Merchants

ü  Affiliates

ü  Search Marketers - PPC and Organic

ü  Lead Gen

ü  All E-Commerce Websites!

What is Website “Testing”? �

ü  Testing: Solving the age old problem of “What works best” (trying new variations of your website)

ü  Conversion Rate: The ratio of the number people who complete a desired action versus the number of total visitors. For example if 100 people visit your website, and 3 buy, your conversion rate would be 3%.

ü  Control: The unmodified version of the page you’re trying improve.

ü  Variation: A different version of a website element.

Why Test? �

ü More Profit / Sales /Customers

ü Better Website Usability

ü  Increased Conversions

ü Happier Website Visitors

The Math of Testing �

Assumptions: Media Spend: $10,000 Assume 10,000 Visitors ( $1 CPV) Total Sales = 200 ( 2% Conversion) Profit Per Sale = $100 Profit = $20,000

Testing is Very Profitable �

After Testing: 10% Increase Conversion Rate from 2% to 2.2% 10k Visitors x 2.2% conversion = 220 Sales 20 Additional Sales = $2000 Additional Profit or 20% 25% increase Conversion Rate from 2% to 2.5% 10k Visitors x 2.5% conversion = 250 Sales 50 Additional Sales = $5000 Additional Profit or 50%

The ROI of Testing �

All That From the Same Traffic

you Already Pay for!

The Return on Investment is HUGE

There is NO Limit!

Some Brutal�Statistics�

This is really shocking!

Average Web Conversion Rate �is 2%! �

Another Way to Look At it �

Only 1 out 4 Marketers? �

ü Forrester Research claims that ONLY 25% of online businesses are testing as part of their online marketing efforts.

ü That’s 1 in 4 Marketers!

Shopping Cart Abandonment �is a HUGE Problem! �

So Why isn’t Everybody Testing? �

ü  Testing is to complicated!

ü  Don’t Need To – website works already

ü  Requires programmers/programming

ü  Not sure if your changes will work

ü  Unsure what to test

ü  Don’t understand testing

4 Types of Tests �Heat Maps URL A/B Tests Visual A/B Tests Multivariate Tests

Heat Maps�

ü  Very Simple to Deploy

ü  Show Design Issues

ü  Basis for 1st Test

ü  Great for finding “Funnel” leaks

URL �A/B Testing �

ü Requires at Least 2 or more URL’s

ü Most Common Testing Method

ü Statistical Significance Issues

ü Low Traffic Requirements

“Visual” �A/B Testing �

ü Works on Any Website

ü Make Changes Yourself - Easiest to do

ü  1 Variation At a Time

ü Requires 3rd Party Software

ü  Low Traffic Requirements

Visual A/B Menu�

Multivariate Testing �

ü Requires only 1 URL

ü  “Combinations” of Variations

ü Least Common Testing Method

ü Higher Traffic Requirements

Best Kept Secret of Testing �

ü  Start with URL A/B Tests

ü  Refine with Visual A/B Tests

ü  The Key? Multivariate Tests for even further improvements!

What Should�You Test? �

I get asked that a lot!

Top Elements to Test �

What to Test �Most Popular Elements �

①  Headlines

②  Calls to Action

③  Buttons

④  Images

⑤  Cart Setup

⑥  Fonts

⑦  Layouts

⑧  Security Seals

#1 �Test Your Headlines �

ü  What is a good headline? -  Grabs attention and keeps

people on your site.

ü  You ONLY have a few seconds!

#2�Test Your Call to Action�

What are you asking your visitor to do?

BUY NOW

Case Study #2 �

Case Study #2 �Results �

#3�Test Your Buttons �

64% Increase �

ü One of our clients only increased the SIZE of their “Download” button, and enjoyed a whopping 64% increase in conversion!

What’s the point?

Always Test Button Size and Text!

#4 �Test Your Images �

ü  Image Content - Happy Couple or Bikini for Weight Loss?

ü  Image Size - Big Or Small

ü  Image Size in KB - Faster is always better

Case Study #4�6 Image Variations �

Every Variation�Outperformed the Original�

14% Don’t want to register

12% Felt site was asking for too much info

11% Checkout too long/confusing

#5�Test Your Cart �

#6�Test Fonts �

ü  Test a Larger Font Size •  Makes it Easier to See on the Page •  Makes it easier to Read

ü  Test a Different Font

ü  Test a Different Color Font •  Make it Stand Out on the Page •  Can Produce Different Emotions

•  For example, Blue is Safe, etc..

#7�Test Layouts �

ü Price Positioning & Size

ü  Page Format

ü  Image Positions

ü Text Formats

Case Study #7�Layouts �

Case Study #7 - Layout �Results �

#8�Test Security Seals �

ü SSL Seals

ü Trust Seals

ü Privacy

Update:�Test Social Proof �

ü Social Proof

ü Likes/ Followers

ü Testimonials

ü Must be tested

Review of What to Test �- 8 Most Popular Elements �

①  Headlines

②  Calls to Action

③  Buttons

④  Images

⑤  Shopping Cart

⑥  Fonts

⑦  Layouts

⑧  Security Seals

Testing Rules �

Little Things That Make a

Big Difference

Rule #1 �Test Everything�

ü  Don’t stop at 1 element

ü  A small change can be huge

ü  Nothing is sacred

How?�Adopting a Culture of Testing �

ü Adopt a New Policy - Test Every Web Site and Landing Page

ü All your commercial websites should be tested 100% of the time.

ü  Increasing you conversion rate is addictive and very profitable.

ü  Always make sure you have a fast website

ü  Amazon claims every second of delay loses 1% conversion!

ü  Test speed all the way through your funnel - not just one page

Rule #2�Speed Matters! �

Rule #3�5 Second Rule �

ü  Show your website/page to someone for 5 seconds then hide it

ü If they can’t tell you the primary purpose of the site is, you have a problem

ü Always make sure visitors get a chance to read your most important text – headlines.

Rule #4�Avoid Clutter �

ü  Simple can be better

ü  Most pages have too much info

ü  Make it easy to “get it”

*An exception to this rule would be for sites designed to provide a high level of detail like a “product detail” page.

Wrapping it Up�

Introduction to Testing

4 Types of Tests

Best Elements to Test

Rules of Testing

Why Start Right Now? �

ü More Profit / Sales /Customers

ü Better Website Usability

ü  Increased Conversions

ü Happier Website Visitors

and in case you missed it….

Testing�is highly�

PROFITABLE!! �

Start For Free!�

Get Heat Maps and Start Testing Free at:

Experimently.com

Thank You! �Questions? �

james@experiment.ly

(801) 590-8720x 111

linkedin.com/in/jamesborzilleri

Jim Borzilleri Chief Optimizer