attempting to predict the unpredictable
Post on 17-Oct-2014
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Humans are... interesting. Here are some unexpected results we've learned from doing split tests on a variety of websites.TRANSCRIPT
Predicting the futureof an Unpredictable Consumer
Brian Massey, Conversion SciencesWebsite Optimizer@bmassey
We all do it.We are not very good at it.
Predicting the Future
“What has worked in the past will work in the future.”
Predicting the Future
Email: Moving from Monthly send to Weekly send doubled revenue.
@bmassey
Making the Phone RingA) We Can Help. Call…
B) Speak with a Compassionate Rehab Specialist. Call…
C) Ready to Start Healing? If So, We Can Help. Call…
D) Ready to Stop Lying to Yourself About Addiction? We Can Help. Call...
-18%
Control
+32%
+43%
“What I like is what will work in the future.”
Predicting the Future
Extreme Site Make Over
INCONCLUSIVE
“What others are doing will work for me in the future.”
Predicting the Future
Slider Panels
1
Order Today Ships Tomorrow
Bold Outdoor
2
Free Super Saver
3
Leader in Mesh
4
Test The Panels Individually
Reordering Sliders
1
Order Today Ships Tomorrow
Bold Outdoor
2
Free Super Saver
3
Leader in Mesh
4
+60%
“Because two things happened together, more of one will give us more of the other.”
Predicting the Future
Those who use site search convert at higher rates.
Therefore, if we get more people to search, we will sell more.
Bigger Search Box
+30%
16
+15%
“Everyone reacts the same way.”
Predicting the Future
Winner(Safari)Winner(Chrome and Firefox)
Winner(Internet Explorer)
“Experimenting will tell me what will work in the future.”
Predicting the Future
University Program
20% IncreaseIn Form Fills
Hypotheses What you like may predict the future What others are doing may predict the future What you have been doing may predict the
future What everyone is doing may predict the
future One thing may predict the future for another
thing.
EXPERIMENT TO FIND OUT
@bmassey
Don’t Think. Know.Training
Conversion Catalyst ConsultingPPC Landing Page Optimization
Video that ConvertsAnalytics
Visitor PersonasFeared by Competitors Across the Internet
26
PREPARED BY
CONVERSION SCIENCES
Brian MasseyJoel Harvey(888) 961-6604
www.conversionsciences.com8650 Spicewood Springs Rd. #145-601Austin, TX 78759