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Times are changing. The C-Suite has to acknowledge that savvier investment needs to be made to ensure the online experience is a knockout.
There are some things in life that can’t be changed. You can’t change your blood relations but that doesn’t mean you’re stuck with them.
Multivariate testing or MVT is synonymous with the testing and conversion optimisation industry - not forgetting the other inherently flawed three-letter acronym, CRO.
MVT is often used by businesses as a catch all term, used to describe the fact that they have a testing tool and that they are running tests on their website.
In the final post of the five-part series, I explain why you want to swap out your vanity metrics for sanity metrics in conversion optimisation.
A/B Testing is more successful when it is driven by insight from users, but how should you go about incorporating it?
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.
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...
Sarah Chambers is Site Operations & Development Manager at fashion retailer Radley and Co, focused on optimising the website to improve customer experience and conversion rates.
Her role involves overseeing a data-driven approach to website optimisation that combines analytics, usability, design and testing. We asked her a number of questions about her approach, and the company's work with RedEye to improve conversion rates.
Conversion Rate Experts was founded when a real-life rocket scientist teamed up with an internet marketing specialist. Its clients include firms like Apple, Google and Sony.
I've been asking CEO Ben Jesson and Chairman Dr Karl Blanks (the rocket scientist) about their approach to conversion rate optimsation, common conversion killers, and the most valuable tools for the job.
I also asked Ben and Karl how they would improve the Ling's Cars website...
Companies with a structured and process-driven approach to conversion rate optimization (CRO) are significantly more likely than other organisations to improve their conversion rates and increase online sales, according to research published this week by Econsultancy.
The Conversion Rate Optimization Report, produced in association with RedEye, also found that it is becoming harder to improve conversion rates, with 65% of companies seeing improvements in conversions in the last year, compared to 70% in 2009 and 2010.
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.
Here are a few highlights from the survey of more than 900 business respondents in the US and Europe...
Website optimisation teams are so much more effective when UX/Usability Consultants and AB/Multivariate Testing experts work closely together.
We have seen first-hand the difference this makes to the conversion rate optimisation process.
For many, Multivariate Testing is an as yet untried website optimisation tool, but it isn't as complicated as it looks!
Here are three considerations for choosing an MVT tool.