tests with knock out results - justin rondeau #ab40

Tests with Knock Out results

©2014, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. @Jtrondeau


“Just who do you think you are?”


Someone with a very unique perspecDve of the industry

Evaluate Other People’s

Tests

Conduct My Own Tests

Train In-‐House TesDng Teams


I see 1000+ tests per year across virtually every industry verDcal

Evaluate Other People’s

Tests

Conduct My Own Tests

Train In-‐House TesDng Teams


Things You’ll Hear Tonight: •  Using TesDng to Grow Your Business •  How to Severely #$%^ Up Your Tests •  Psychology Techniques


What You’ll Hear From Me: High Impact Pages to Start On Example of Elements that are Worth TesDng


Start Low, Aim Big


Start Low Begin on Pages Closest to Your Long-‐Term ConverDng AcDon

Think Checkout, Cart, or Thank-‐You Pages


Why? Most qualified traffic Easier to quanDfy converDng acDon


Results: 3.6% Li^ in AOV Brand: 3Suisses Agency: AlDma Tech: Avenseo


Aim Big Go for Pages with the Highest PotenDal Li^*


The Infamous ‘*’

This doesn’t mean ‘Go for your worst performing page’

Page A Page B

Conversion Rate

.05% 2.5%

30% Li^ .065% 3.25%

Difference .015% .75%


10% li^ of a badly performing page worth $100 = $10

10% li^ of a well performing page worth $10,000 = $1,000


You may be able to apply the learnings from tests on high-‐performance pages to li^ lower-‐performing pages later.


Why? Higher Li^s Require Smaller Sample Sizes Lowest Hanging Fruit


Results: 282% Li^ in Form CompleDon (on this page) – 57% Overall Brand: KinderCare Agency: ISITE Design Tech: Adobe Test & Target


High Impact Test Examples


Results: 7.1% increase in orders, 2.37% increase in AOV, 9.64% increase in RPV Brand: Anonymous Agency: Exclusive Concepts Tech: SiteSpect & ConversionOnDemand


Results: 49% Li^ in Unique Orders & 51% Li^ in RPV Brand: Anonymous Agency: ConversionIQ Tech: Visual Website OpDmizer


Results: 28.2% Li^ in Clicks at 99.9% Confidence Brand: Suzuki Belgium Agency: AG Consult Tech: OpDmizely


Results: 14% Li^ in Unique Purchases Brand: KRAS Agency: Online Dialogue Tech: In-‐House


Results: 23.7 Li^ in Unique Sales & 15.99% Li^ in RPV (Both at 96% Confidence) Brand: Radley Agency: Red Eye, Inc. Tech: OpDmizely


Did you keep score? How’d You do?

Thanks & Contact Info Justin Rondeau Chief Editor & Testing Evangelist WhichTestWon [email protected] (401) 354-7555 x33

@Jtrondeau

tests with knock out results - justin rondeau #ab40

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