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#WCMTL How to A/B Test with WordPress Conversions Aren’t Just for Landing Pages

How to A/B Test with WordPress: Conversions Aren’t Just for Landing Pages

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#WCMTL

How to A/B Test with WordPressConversions Aren’t Just for Landing Pages

Before we can start testing,we must understand the fundamentals.

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Let’s begin with the7 Principles of Conversion Centered Design

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Let’s begin with the7 Principles of Conversion Centered Design

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as outlined by Oli Gardner (Unbounce) and Dan McGraw (KissMetrics)

1

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Attention RatioThis is the ratio of interactive elements (links) on a page vs. conversion goals (which is always one).

Basically, focus the user attention on one thing and one thing only!

2

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Conversion CouplingThis is the pre-click experience vs. the post-click landing experience.

Basically, make sure your ad design and message match - consistency is key!

3

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Contextual DesignPut the users experience into context with his/her environment.

Basically, make sure the experience, look and feel, makes contextual sense to the user.

4

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Congruent DesignEnsure all elements on your page align to produce a cohesive message.

Basically, all elements should work together, not against each other.

5

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ClarityCreate a simple, easily digestible and delightful experience.

Basically, make it dead simple for your users to understand.

6

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Credibility Use trust signals and be transparent. People need to trust your brand is ther going to give you anything.

Basically, add testimonials, social proof, etc.

7

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Conversion Continuance Find ways to gather an additional conversion. These ways can include kickback emails, thank you pages, registration confirmations, etc.

Basically, always be converting :)

Phew ...But, we’re still not ready to test yet.

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Are you ready for what’s next?

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Are you ready for what’s next?

That’s a CTA :)

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Let’s begin with CTA design

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A good CTA design should

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A good CTA design should

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... be short and sweet

A good CTA design should

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... be short and sweet

... describe what will happen when clicked

Examples

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CTA

Examples

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CTA CTASupporting Statement

Examples

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CTA CTASupporting Statement

CTASupporting Statement

Examples

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CTA CTASupporting Statement

CTASupporting Statement

In action (a workshop)

Save my spotThere are a limited number of seats

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Now let’s talk CTA placement

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THE FOLD

A CTA can be

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A CTA can be

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... above the fold a.k.a. the five point punch

A CTA can be

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... above the fold a.k.a. the five point punch

... below the fold a.k.a. page narrative

The Five Point Punch

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The Five Point Punch

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A descriptive headline1

The Five Point Punch

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A descriptive headline1

A supporting sub-headline2

The Five Point Punch

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A descriptive headline1

A supporting sub-headline2

A brief statement that describes the benefits of the product or service

• Supportive bullet point• Another point• Another point

3

The Five Point Punch

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A descriptive headline1

A supporting sub-headline2

A brief statement that describes the benefits of the product or service

• Supportive bullet point• Another point• Another point

3

Supporting Statement4

The Five Point Punch

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THE FOLD

A descriptive headline1

A supporting sub-headline2

A brief statement that describes the benefits of the product or service

• Supportive bullet point• Another point• Another point

3 CTA5

Supporting Statement4

The Five Point Punch in action ...

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1

2

3

5

4

But, this doesn’t always work.

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Sometimes your audience needs more.

But, this doesn’t always work.

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Sometimes your audience needs more.

With a narrative that goes below the fold we can tell a compelling story to help achieve our goal.

Long form page narrative

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In this example we tell the brand story in 5 panels.

*TIP: With page narrative consider adding more than one CTA throughout the page pushing the user to the main action.

Long form page narrative

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In this example we tell the brand story in 5 panels.

Hero1

*TIP: With page narrative consider adding more than one CTA throughout the page pushing the user to the main action.

Long form page narrative

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In this example we tell the brand story in 5 panels.

Hero1

Benefits2

*TIP: With page narrative consider adding more than one CTA throughout the page pushing the user to the main action.

Long form page narrative

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In this example we tell the brand story in 5 panels.

Hero1

Benefits2

Lower CTA3

*TIP: With page narrative consider adding more than one CTA throughout the page pushing the user to the main action.

Long form page narrative

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In this example we tell the brand story in 5 panels.

Hero1

Benefits2

Lower CTA3

Trust Building4*TIP: With page narrative consider adding more than one CTA throughout the page pushing the user to the main action.

Long form page narrative

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In this example we tell the brand story in 5 panels.

Hero1

Benefits2

Lower CTA3

Trust Building4

Final CTA (form)5

*TIP: With page narrative consider adding more than one CTA throughout the page pushing the user to the main action.

Hold your horses ...we’re still not quite ready to test yet.

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It’s time to form some testable hypotheses

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We can test

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We can test

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... headline copy

We can test

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... headline copy

... CTA design and button copy

We can test

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... headline copy

... CTA design and button copy

... form length and design

We can test

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... headline copy

... CTA design and button copy

... form length and design

... page length

We can test

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... headline copy

... CTA design and button copy

... form length and design

... page length... etc

How do we decide what to test?

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How do we decide what to test?We base it on insight gathered

from user feedback: surveys, live chat tools, heatmaps, etc.

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Now we can formulate our hypotheses.

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Now we can formulate our hypotheses.

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To perform an A/B test we need

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To perform an A/B test we need

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... at least 100+ unique visitors (for an MVT we need at least 10x this)

To perform an A/B test we need

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... at least 100+ unique visitors (for an MVT we need at least 10x this)

... to run the test for at least a week to gather sufficient data

Example

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The hypothesis By adding supportive bullet point below the headline, we’d see a lift in the number of click-throughs.

The outcome The B variant (the treatment page) produced a conversion lift of 28 per cent over the control page.

Example

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The hypothesis By adding supportive bullet point below the headline, we’d see a lift in the number of click-throughs.

The outcome The B variant (the treatment page) produced a conversion lift of 28 per cent over the control page.

Example

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Headline testIn this example we’re testing 2 headlines against each other. The hypothesis for testing the secondary headline is that by creating an emotional and personal statement potential customers will be more apt to join.

Example

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Headline testIn this example we’re testing 2 headlines against each other. The hypothesis for testing the secondary headline is that by creating an emotional and personal statement potential customers will be more apt to join.

Example

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Now we track the results ...

Test Variant Headline CopyConversion

RateConversion

Lift

Control An online personalized shopping experience, delivered straight to your door. 4.82% ---

Variant 1 Your wardrobe hand picked by your personal stylist, delivered to your door.  11.12% +130%

Potential Variant 2 Men’s clothing and accessories curated. --- ---

Example

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Now we track the results ...

Test Variant Headline CopyConversion

RateConversion

Lift

Control An online personalized shopping experience, delivered straight to your door. 4.82% ---

Variant 1 Your wardrobe hand picked by your personal stylist, delivered to your door.  11.12% +130%

Potential Variant 2 Men’s clothing and accessories curated. --- ---

Example

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We can run a CTA test ...

Test Variant CTA Copy Conversion Rate Conversion Lift

Control BUY AURAGIN NOW --- ---

Variant 1 BUY AURAGIN --- ---

Variant 2 GET AURAGIN --- ---

Example

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We can run a CTA test ...

Test Variant CTA Copy Conversion Rate Conversion Lift

Control BUY AURAGIN NOW --- ---

Variant 1 BUY AURAGIN --- ---

Variant 2 GET AURAGIN --- ---

Example

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Test your forms ...

Form in hero Click to scroll to form in panel

Form in modal

5.84% 3.74% 4.29%

Example

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Test your forms ...

Form in hero Click to scroll to form in panel

Form in modal

5.84% 3.74% 4.29%

We can also test

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We can also test

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... incentives and exclusives

We can also test

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... incentives and exclusives

... upsells, downsells, cross sells

We can also test

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... incentives and exclusives

... upsells, downsells, cross sells

... free trial vs. freemium

We can also test

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... incentives and exclusives

... upsells, downsells, cross sells

... free trial vs. freemium... behind the scenes look

We can also test

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... incentives and exclusives

... upsells, downsells, cross sells

... free trial vs. freemium... behind the scenes look

... competitor comparison

We can also test

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... incentives and exclusives

... upsells, downsells, cross sells

... free trial vs. freemium... behind the scenes look

... competitor comparison

... testimonials, social proof, trusted by

We can also test

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... incentives and exclusives

... upsells, downsells, cross sells

... free trial vs. freemium... behind the scenes look

... competitor comparison

... testimonials, social proof, trusted by

... coupons

We can also test

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... incentives and exclusives

... upsells, downsells, cross sells

... free trial vs. freemium... behind the scenes look

... competitor comparison

... testimonials, social proof, trusted by

... coupons

... ratings

We can also test

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... incentives and exclusives

... upsells, downsells, cross sells

... free trial vs. freemium... behind the scenes look

... competitor comparison

... testimonials, social proof, trusted by

... coupons

... ratings

... first vs. second person copy

We can also test

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... incentives and exclusives

... upsells, downsells, cross sells

... free trial vs. freemium... behind the scenes look

... competitor comparison

... testimonials, social proof, trusted by

... coupons

... ratings

... first vs. second person copy ... urgency

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OK ...But, what does this have to

do with WordPress?

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CCD, CRO and LPOprinciples can be applied to any

entry page online:

... landing pages

... email

... product pages

... app pages

... pricing pages

... contact pages

... etc.

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Here are a few WordPress plugins to help you get the job done

• Optimizely

• Visual Web Optimizer

• Convert Experiments by Yoast

• Nellio A/B Testing

• Ultimate Landing Page

• wBounce

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Optimizely - A/B Test Headlines

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Optimizely - A/B Test Headlines

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Optimizely - Page Variants

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Optimizely - Page Variants

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Convert Experiments by Yoast

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Convert Experiments by Yoast

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Nelio A/B Testing - Many tools ...

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Nelio A/B Testing - Many tools ...

Nelio Heatmaps

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Example from a KissMetrics study (https://blog.kissmetrics.com/eye-tracking-studies/)

Nelio Heatmaps

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Example from a KissMetrics study (https://blog.kissmetrics.com/eye-tracking-studies/)

Ultimate Landing Page

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Ultimate Landing Page

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wBounce

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wBounce

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Of course there are other landing page options ...

• Unbounce

• Leadpages

• Lander

• Instapage

• Hubspot

• Marketo

• PageWiz

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and some great 3rd party tools ...

• Crazyegg

• Kissmetrics

• Rooster

• Wistia

• Receiptful

Now, be patient and keep optimizing.

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