search marketing thursday - januari 2014 - martijn geerlings
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Friday, January 31, 14
Friday, January 31, 14
Best Practices and Lessons Learned from
100,000 A/B TestsA/B TestsMartijn Geerlings
100,000
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Friday, January 31, 14
Friday, January 31, 14
Friday, January 31, 14
Friday, January 31, 14
Friday, January 31, 14
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9:1Friday, January 31, 14
Lessons Learned
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Lesson #1:
Define success .
Friday, January 31, 14
Lesson #1:
Define quantifiable success metrics.
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Friday, January 31, 14
Visitvisitors per day
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Visitvisitors per day
Emailsign up
rate
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Visitvisitors per day
Emailsign up
rate$
$ per recipient
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Visit Email $sign up
rate $ per recipientvisitors per day
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Media
Button
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Button:
1.Sign Up
2.Learn More
3. Join Us Now
4.Sign Up Now
Media:
1.Get Involved Image
2.Family Image
3.Change Image
4.Barack’s Video
5.Springfield Video
6.Sam’s Video
Splash page experimentVariations:
Friday, January 31, 14
Button: “Sign Up”Friday, January 31, 14
Button: “Learn More”Friday, January 31, 14
Button: “Join Us Now”Friday, January 31, 14
Button: “Sign Up Now”Friday, January 31, 14
Button:
1.Sign Up
2.Learn More
3. Join Us Now
4.Sign Up Now
Media:
1.Get Involved Image
2.Family Image
3.Change Image
4.Barack’s Video
5.Springfield Video
6.Sam’s Video
Variations:Splash page experiment
Friday, January 31, 14
Media: “Get Involved”Friday, January 31, 14
Media: “Family”Friday, January 31, 14
Media: “Change”Friday, January 31, 14
Media: “Barack’s Video”Friday, January 31, 14
Media: “Springfield Video”Friday, January 31, 14
Media: “Sam’s Video”Friday, January 31, 14
Button:
1.Sign Up
2.Learn More
3. Join Us Now
4.Sign Up Now
Media:
1.Get Involved Image
2.Family Image
3.Change Image
4.Barack’s Video
5.Springfield Video
6.Sam’s Video
Variations:Splash page experiment
Friday, January 31, 14
Button:
1.Sign Up
2.Learn More
3. Join Us Now
4.Sign Up Now
Media:
1.Get Involved Image
2.Family Image
3.Change Image
4.Barack’s Video
5.Springfield Video
6.Sam’s Video
Variations:Splash page experiment
Friday, January 31, 14
Button:
1.Sign Up
2.Learn More
3. Join Us Now
4.Sign Up Now
Media:
1.Get Involved Image
2.Family Image
3.Change Image
4.Barack’s Video
5.Springfield Video
6.Sam’s Video
Variations:Splash page experiment
Friday, January 31, 14
Splash page experiment
Friday, January 31, 14
Splash page experiment
Friday, January 31, 14
Splash page experiment
Friday, January 31, 14
Email Subscriptions Volunteers Amount Raised
Original: 7,120,000 712,000 $143,000,000
+40.6% +2,880,000 +288,000 +$57,000,000
New: 10,000,000 1,000,000 $200,000,000
Splash page experiment
Friday, January 31, 14
Email Subscriptions Volunteers Amount Raised
Original: 7,120,000 712,000 $143,000,000
+40.6% +2,880,000 +288,000 +$57,000,000
New: 10,000,000 1,000,000 $200,000,000
Splash page experiment
Friday, January 31, 14
Email Subscriptions Volunteers Amount Raised
Original: 7,120,000 712,000 $143,000,000
+40.6% +2,880,000 +288,000 +$57,000,000
New: 10,000,000 1,000,000 $200,000,000
Splash page experiment
Friday, January 31, 14
Lesson #1:
Define quantifiable success metrics.
Friday, January 31, 14
Lesson #2:
Less is more. Reduce choices.
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+43.8% Purchases
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vs.
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vs.
+14.8% conversion rate
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Lesson #2:
Less is more. Reduce choices.
Friday, January 31, 14
Lesson #3:
Words matter. Focus on your call to action.
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vs.
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vs.
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vs.
+14.6% clicks
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Donation button experiment
Variations
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Donation button experiment
VariationsNever
Signed UpSigned Up,
Never DonatedPreviously Donated
0.0% 0.0% 0.0%+2.3% +27.8% +16.3%-27.8% N/A N/A+15.2% -24.6% +11.9%+8.5% +2.9% +18.4%
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Lesson #3:
Words matter. Focus on your call to action.
Friday, January 31, 14
Lesson #4:
Fail fast.
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vs.
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vs.
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vs.
-10% conversions
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Lesson #4:
Fail fast.
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Lesson #5:
Seek the Global Maximum.
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Friday, January 31, 14
Friday, January 31, 14
Friday, January 31, 14
Friday, January 31, 14
Friday, January 31, 14
+0.5% Retention +1.4% Engagement
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Lesson #5:
Seek the Global Maximum.
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1. Define quantifiable success metrics.2. Less is more. Reduce choices.3. Words matter. Focus on your call to action.4. Fail fast.5. Seek the Global Maximum.
Lessons Learned
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Thank You
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vs.
Friday, January 31, 14
vs.
+8% engagement
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2009! 2010! 2012!2011! 2013!
Friday, January 31, 14
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