Boosting revenue through A/B testing

#BoostB2B

Boosting revenue through A/B testing

Don’t stop experimenting!

Presented by Aran Reekswww.evosite.co.uk

@EvositeAran

#BoostB2B

Creating exceptional digitalexperiences for 15 yearsWe have helped hundreds of organisations improve their eCommerce websites and digital products.

Established in 2001

Talented team of 30

Over 250 active clients

700+ web solutions delivered

Multi award winning agency

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Who am I?

● Head of Client Strategy at Evosite● Web Developer● Developed > 50 eCommerce solutions● Passionate about optimisation

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The objectives of today's talk...By the end of this session, you will be able to:

▪ Identify areas for improvement on your own websites

▪ Know how to devise your first A/B tests

▪ Be in a position to start making your website more profitable immediately

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How much time do you currently spend looking at Analytics?

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How much time do you

currently spend looking at Analytics?

1.Never

2.Yearly

3.Monthly

4.Weekly

5.Daily

#BoostB2B

How much time do you

currently spend looking at Analytics?

1.Never

2.Yearly

3.Monthly

4.Weekly

5.Daily

#BoostB2B

How much time do you

currently spend looking at Analytics?

1.Never

2.Yearly

3.Monthly

4.Weekly

5.Daily

#BoostB2B

How much time do you

currently spend looking at Analytics?

1.Never

2.Yearly

3.Monthly

4.Weekly

5.Daily

#BoostB2B

How much time do you

currently spend looking at Analytics?

1.Never

2.Yearly

3.Monthly

4.Weekly

5.Daily

#BoostB2B

How many people here have already conducted an A/B test?

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Let’s begin!

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Identify

Identify areas for improvement

1

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Weaknesses can’t be found in averages

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Focus on sanity metrics, not vanity metrics

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Google Analytics: Content Drilldown report

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Google Analytics: Content Drilldown report

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1.Google Analytics: Content Drilldown

Let’s focus on what’s important here

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1.Google Analytics: Content Drilldown

Breakdown by page speed

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1.Google Analytics: Content Drilldown

Breakdown by device

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The more you segment your weak areas, the clearer the picture

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Identify Investigate

Identify areas for improvement

Look into possible causes

1 2

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Now we know ‘what’ we need to know ‘why’

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Heat mapping

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Conduct an online survey

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A usability video

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£30Cost of an unmoderated, remote usability test

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5People needed per usability test

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Create a testable hypothesis

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A good example of a testable hypothesis

“By adding the dimensions of the product to the page, we believe fewer people will be unsure of the product information and will purchase the product”

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A bad example of a testable hypothesis

“I’m going to make the add to cart button red.”

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What about these hypotheses?

“By adding a security seal to our checkout pages, we believe visitors will feel more secure and as a

result, will be more likely to complete their purchase online.”

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What about these hypotheses?

“By adding a security seal to our checkout pages, we believe visitors will feel more secure and as a

result, will be more likely to complete their purchase online.”

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What about these hypotheses?

“A larger add to cart button will get more clicks”

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What about these hypotheses?

“A larger add to cart button will get more clicks”

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What about these hypotheses?

“Adding videos to our product detail pages will boost our conversion rates”

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What about these hypotheses?

“Adding videos to our product detail pages will boost our conversion rates”

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What about these hypotheses?

“Adding videos to our product detail pages will tell our visitors more about the products and will help to highlight their USPs which we believe will boost

our sales”

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What about these hypotheses?

“Adding videos to our product detail pages will tell our visitors more about the products and will help to highlight their USPs which we believe will boost

our sales”

#BoostB2B

Test

Test your optimal solutions

Identify Investigate

Identify areas for improvement

Look into possible causes

1 2 3

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Getting started with A/B testing

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Creating your first A/B variant

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5 minutes...▪ Identify high traffic

pages with a high bounce rate

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30 minutes... ▪ Conduct a usability test for a key task

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30 minutes... ▪ Create and launch your first A/B test using Optimizely