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.
As a relative newcomer to the digital marketing world, I've decided to write a series of 'beginner's guides' to uncover what is meant by certain terms, trends and technological advances in digital; being both a travel guide and a personal investigation.
Here I’ll be answering the following questions: What is conversion? What is CRO? How can CRO be measured and improved? In a tone of voice that has been described as both 'helpful' and 'not too rambling'.
According to three out every five companies, CRO is crucial to their overall digital marketing strategy.
Let's say your site is doing brilliantly in many areas. Traffic is coming your way via whatever method of SEO, PPC or social media strategy you’ve chosen. Great! Your website is also retaining interest with some beautiful persuasive design. Also great!
Unfortunately the people visiting your site aren’t achieving the goal you actually intended them to achieve in the first place. They’re not converting.
For the first time in four years, satisfaction with conversion has increased.
90% of companies now claim that CRO has increased in importance, with 59% claiming it’s crucial to their marketing strategy.
These findings come from our fifth annual Conversion Rate Optimisation Report, produced in association with RedEye.
The aim of this report is to provide data and a framework to help companies invest their time and resources as effectively as possible, by examining which methods and processes are most likely to yield results.
For a brief overview, RedEye has produced this infographic…
Over a quarter (28%) of companies are satisfied with their conversion rates (either 'very' or 'quite' satisfied), up by 6% since 2012 and the highest level since 2009.
Addtionally, around three-quarters (73%, up from 65% in 2012) indicate they have seen an improvement in conversion rates in the last 12 months
The fifth annual Conversion Rate Optimization Report, produced in association with RedEye, also found that the proportion of organisations who say they experienced an increase in sales conversion rates has significantly gone up, from 60% in 2012 to 70% this year.
The research, based on a survey of almost 1,000 client-side and agency digital marketers, revealed that A/B and multivariate testing, using multiple methods to improve conversion and having a structured approach are among the seven factors most correlated with improved conversion and sales...
Are your landing page or product page images big enough to get the best conversion rate that you can get? We’ve seen a wide variety of marketers testing image size these days, including B2B, ecommerce and media sites.
I’m not talking about allowing your visitors to click to enlarge images. I’m talking about blowing up the size of your hero shot (the most important image on your page) so it’s much, much bigger.
Here are three examples from very different marketers to inspire you.
Be sure to share them with your design and testing team.
User testing is an integral part of web design as it gives impartial and quantifiable insights into the customer’s experience.
As discussed at our recent JUMP multichannel event, usability testing removes any ego or opinion from product design which helps improve customer satisfaction and ultimately increase revenue and growth.
There are a number of different methodologies for user testing, including A/B or multivariate tests, heatmapping, or videos of real customer journeys.
As these case studies show, each different methodology can identify small changes that lead to massive increases in CTR, conversions and sales.
For more information on this topic, checkout our new Conversion Rate Optimization Report 2012 in association with RedEye.
The research looks at tools, strategies and processes employed for improving conversion rates, as well as examining different areas of best practice.
Making money providing a free online service is still the sexiest option for many entrepreneurs and business owners, but generating revenue by charging users is increasingly sexy too.
As such, it's no surprise that in recent years many companies have sought the best of both worlds through the so-called 'freemium' model.
Rich Page is a Conversion Solution Specialist at Adobe, working with clients to help improve their website testing and optimisation strategies.
He is also the author of a new book called ‘Website Optimization: An Hour a Day’ and co-author of the 2nd edition of 'Landing Page Optimization'.
We caught up with Rich to ask him about the new book and recent trends and best practice for conversion rate optimisation...
Google’s Chief Economist Hal Varian coined the phrase “marketing is the new finance”.
Varian foresaw great advances in ways to satisfy people’s needs, better matches between buyers and sellers, and a more robust advertising environment due to the availability of vast quantifies of rich, real-time, highly available “big data.” His predictions today ring truer than ever.
Now, the information-rich environment enabled by the net is transforming marketing into something more. Specifically, marketing is becoming the new research and development (R&D).
Marketers now have immediate access to consumer behaviors and reactions across multiple channels and media. This empowers them to take a leadership role in determining consumer preferences, meeting customer needs, and helping match supply with demand. In other words, driving the business.
With smartphone penetration rates surging around the world, it's no surprise that more and more companies are deciding that their mobile strategies need to the development of a web experience specifically for mobiles.
Developing a mobile website can be an important first step in capitalizing on the mobile opportunity, but simply launching a mobile website obviously isn't enough. As with websites in general, most businesses want their mobile websites to drive action or, in other words, convert.