Posts tagged with Ab Testing

Four key findings from our Conversion Rate Optimisation report

Today sees the release of Econsultancy’s sixth Conversion Rate Optimization Report, in association with RedEye.

The report looks at the types of conversion strategies and tactics organizations are using, in addition to the tools and processes employed for improving conversion rates. 

It is based on an online survey of over 1,100 client-side and supply-side digital marketers and ecommerce professionals, the highest number of respondents in the survey’s history. 

Here are four findings from the report.... 

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Horror stories: how to avoid an A/B testing nightmare

A/B testing has undoubtedly become the buzzword of the marketing world. It has the potential to transform your marketing approach and fundamentally enhance the way you do business online.

It is the only reliable way of establishing cause and effect. In fact, 75% of the internet retailing top 500 are using an A/B testing platform. While 61% of organisations are planning to bolster testing services in the next 12 months.

And yet: poor A/B testing methodologies are costing online retailers up to $13bn a year in lost revenue. 

That’s a really big number. It’s no longer enough to say that you use A/B testing. How you do it is far more important. Here are three A/B testing horror stories.

The cases are anonymous, but the scenarios are very real. Avoiding these traps can help you transform an A/B horror story into the marketing fairytale you always dreamed of.

Let’s kiss the toad and turn him into a prince.

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Five top tips for testing success

In today’s hyper-competitive online market, success is all about understanding and using your data. However, statistics is a complex subject matter and most people working in marketing, even online, don’t come from a statistics or mathematical background.  

Despite this, the majority of 21st Century Marketers are coming to appreciate that there is a need for a robust, data-driven approach to maximising returns on marketing investment.

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CRO: data driven tests are 7.7 times more effective than UX tests

The 21st century marketer needs an extensive toolkit. As well as the ‘standard’ skills of creativity, organisation and management, these days they also need to be web literate, social media savvy and equipped with basic data science skills. 

Amongst all of these areas of technology competence one that is growing in importance, but is perhaps still misunderstood, is website testing.    

Testing is the new intuition in site development and optimisation. Rather than relying on hunches, the modern web marketer will test potential changes to their site before deploying them thus, we are led to believe, ensuring their efficacy. 

However, if all changes are now tested, how come we don’t all have perfect sites? If testing only tells us the truth, how come we still sometimes go down dead ends? 

The answer lies not necessarily in the tests, but in the ways that they’re applied. We’ve seen thousands of testing processes run across a huge variety of sites and what’s struck us is that the issues that led to unsuccessful tests were common across industries.

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Three reasons to stop A/B testing

Successful (online) companies are organised to experiment continuously. This is preaching to the choir, something we all agree on.

But what exactly is the best way to experiment as a company? We don’t necessarily agree on the answer to that question.

This article deals with one of the most used types of online experiments, A/B tests.

I would like to explain why you should stop running them.

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How resource intensive is marketing technology?

Marketing technology can help to improve decision making and performance, but many companies see web analytics, CRM and other tools as resource-intensive. 

For example, 72% of companies believe that multichannel campaign management is resource intensive, which may explain why only 42% are using this. 

Our Second Quarterly Digital Intelligence Briefing, sponsored by Adobe, addresses the impact of marketing technology on business.

Here are a few highlights from the survey of more than 900 business respondents in the US and Europe... 

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