Download - Increase Sales and Conversions with A/B Testing on Your Drupal Website

Increase Sales and Conversions with A/B Testing

Bryan House VP Marketing, Acquia @bryanhouse

Paras Chopra Founder, Wingify @paraschopra

© 2011 Acquia, Inc. All rights reserved.

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A/B tes(ng on Drupal

How to increase your sales and conversions

Tradi(onal web design

Step 1

Google Analy(cs: my first love

Step 2

Happiness :) Step 3

Sorry, that’s not okay!

You are leaving money on the table!

What if I told you?

•  Changing link color increased conversions by 53%

•  Adding leM menu naviga(on bar increased cart addi(ons by 34%

•  Removing signup form increased signups by 60%

Note: all are REAL case studies!

Your website is not op(mal

So, what do you do?

A/B Tes/ng to the rescue

What is A/B tes(ng?

A A B

Remember your high school science project?

On the web, what is A/B tes(ng?

In simple words, A/B tes(ng is:

•  Step 1: change something on your landing page to create a varia(on

•  Step 2: define goals to be measured

•  Step 3: split traffic between original and varia(on page

•  Step 4: measure if varia(on page is conver(ng than the original (note sta(s(cal confidence)

Let’s play a guessing game

Real life A/B tes(ng case studies

Which version had 10% higher conversions?

A B

Which version had 85% more downloads?

A B

Which version doubled conversions?

A

B

What to A/B test?

Test Headlines

•  Have a headline

•  Have a concrete headline

•  Headline should be the first thing a visitor looks at

Test Bu[ons

•  Don’t have too many call to ac(on bu[ons

•  Have an ac(onable call to ac(on bu[on

•  Have a big, prominent, visible call to ac(on

Include Social Proof

•  Tes(monials

•  Case Studies

•  Logos of Customers

•  Sta(s(cs, Pageviews, etc.

Visual Website Op(mizer

World’s easiest A/B tes(ng tool

Used by thousands of businesses

“WOW” features

•  Visually create varia(ons (knowledge of HTML, JavaScript not required)

•  One (me integra(on. No dependence on IT department

•  Heatmaps, behavioral targe(ng, revenue tracking, Google Analy(cs integra(on

Live Demo

Free subscrip.on for starter plan available for Acquia members

Image Credits

•  Slide 2: h[p://theoatmeal.com/img/comics/design_hell/9.jpg

•  h[p://www.schoonzie.com/files/GoogleAnaly(cs-‐GraphByMonth.jpg

•  h[p://www.marshu.com/ar(cles/images-‐website/ar(cles/presidents-‐on-‐us-‐paper-‐money/one-‐hundred-‐100-‐dollar-‐bill.jpg

•  h[p://degoodstuff.com/images/uploads/logos/superman%20logo.jpg

•  Slide 5: h[p://bioprotec(on.org.nz/system/files/images/CoRE-‐Theme-‐Pic-‐-‐-‐mini-‐galls.jpg

•  Slide 3: Self

Thank You!

[email protected]


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Recording of today’s event and slides will be posted at:

http://acquia.com/resources/recorded_webinars

Download - Increase Sales and Conversions with A/B Testing on Your Drupal Website

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