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.
Vistaprint has an interesting order and checkout process. There is lots of cross-sell and a decent amount of persuasion tactics used.
A few years ago, the website was all sorts of wrong, as Graham Charlton detailed, beaten only by GoDaddy.
Things have moved on and I must say that I don’t think it’s too complicated any more. There are a number of steps to the order process and to the checkout process but that was to be expected when designing a customised t-shirt (my chosen product).
Cross-sell and upsell is now presented on pages where I already feel assured the design process is going well.
Mainly there was a lot of clear information and some fairly persuasive copy and design techniques which I think has been judged correctly.
However, the company must be careful to keep cross-sell relevant. After being offered similar products, stationery and the like, I was then offered website builds and marketing services. This felt wrong and made me think the process might become more tiresome. If I was busier, I could have abandoned at this point.
See what you think of each stage of the order process..
Advertising on the internet and mobile has increased by 17.5% to £3.04bn in the first half of 2013 according to the IAB, an increase of £607m compared to 2011.
Analytics has played a key role in this growth by helping marketers accurately measure return-on-investment (ROI) and justify reallocating traditional media budget to digital marketing. However, with the amount of data now available to digital marketers via analytics, they’re in danger of becoming data squirrels that hoard data but do nothing with it.
There aren’t enough analysts in the world or hours in the day to manually analyse all the available data, and crucially, turn it into actions which optimise revenue outcomes.
Modern SEO embraces the user journey more than ever before, but it is when we look at multinational businesses that we see the greatest SEO opportunity for performance around today.
Say the words ‘site re-design’ and if you listen really, really hard you can probably hear a collective shudder from IT and marketing teams around the world.
Anyone who has ever been involved in a site re-design will know it’s a huge project and requires coordination of a number of parties involved.
With resources constantly under pressure, testing can often be forgotten. However, this can actually cause more problems in the long run!
We are being asked more and more by our clients to provide support as they move towards responsive design. In particular our retail clients are aiming to deliver ‘best in class’ responsive ecommerce experiences for their visitors.
Couple this with them being committed to an optimisation strategy, and we are extremely excited about the potential to improve their online performance.
But the challenge is, with so few larger retailers with large product catalogues already having moved to a responsive design (and this doesn’t mean the ones that have are necessarily doing it well) where can inspiration be gained to deliver a best in class experience?
Enter stage left Nixon, which starts its about page text with ‘We make the little shit better’.
While companies appreciate the importance of mobile email, they are a long way away from implementing best practice, with just 25% currently optimising emails for mobile.
The seventh annual Econsultancy Email Marketing Industry Census, sponsored by Adestra, finds that mobile email is a key area for improvement.
When evaluating the influence and quality of your website, sometimes it helps to take a step back and prioritize the site’s fundamental needs from the ground up.
Often times we get so entangled in optimization tactics that we don’t realize that the most vital elements of our websites can be what’s hindering its performance.
Before you start investing a lot of time and energy into improving advanced characteristics of the website, it’s important to ensure the most basic needs are met.
Mapping web optimization priorities in an anthropomorphic manner can help to understand the best way to prioritize website improvements.
Social proof is perhaps the most well known of Robert Cialdini’s six keys to persuasion explained in his 2009 book titled “Influence”.
In this article I will describe why social proof works in the online context and how you can use it to increase conversions.
Dan Huddart heads Web Analytics at RSA Group, a global insurance company. He oversees a group of analysts which works as an internal agency across all RSA brands, overseeing analytics and optimisation of digital properties in 33 countries.
Below he talks about testing, personalisation, a global web dashboard and how showing images of the right breed of dog can significantly improve pet insurance conversion rates.