Duncan Heath, Head of Conversion services at Fresh Egg presented at Festival of Marketing 2014 on split testing

1. Never make a costly business decision
again, split test instead
Duncan Heath

2. Audience interest level vs. time first
graph shown.

3. Other rubbish statements.
This is the year of mobile
Growth hacking is the future
of marketing
Your website needs video to
compete

5. If the statement is:
“This is the year of mobile”
The reality is:
“For certain businesses, in certain markets, for
certain segments of their audience, in certain
locations and at certain times, it could be argued
that this is the year of mobile.”

6. Well-intentioned opinions.
$750K
$400Billion
http://money.cnn.com/2014/02/07/investing/google-exxon-market-value/

7. MOBILE

8. Mobile – real data – October 2014.
Desktop: 85% Mobile/Tablet: 15%

9. Mobile – basic uplift calculation.
Desktop traffic revenue-per-visitor: £5.16
Mobile/tablet traffic revenue-per-visitor: £3.65
Mobile/tablet
monthly unique
visitors
Current
mobile/tablet
revenue
Revenue applying
desktop
conversion
performance
Monthly revenue
difference
153,233 £559,300 £790,682 £231,382

10. Mobile – split test mobile-friendly…
Menu
Sign-in

11. Mobile – split test mobile-friendly…
Contact forms Checkout

12. Mobile – case study.
PayPal express checkout
Up to 34%
conversion
lift
https://www.paypalobjects.com/webstatic/mktg/docs/Mobile_
Express_Checkout.pdf

13. Mobile-friendly vs. non mobile friendly.
Critical point –
£50K/month difference
+growth rate above
10%/quarter
(2011) (2017)

14. VIDEO

15. Supercheapstorage.com.au – without video.

16. Supercheapstorage.com.au – with video.

17. Supercheapstorage.com.au – split test.
Without video With video
Winner: 16%
increase in
https://www.webprofits.com.au/blog/case-study-adding-
video-on-a-landing-page/
leads

18. Devicemagic.com – without video.

19. Devicemagic.com – with video.

20. Devicemagic.com – split test.
Without video With video
Loser: 31%
less sign-ups
https://vwo.com/blog/video-or-image-slider-ab-test/

21. Chromeindustries.com – without video.

22. Chromeindustries.com – with video.

23. Chromeindustries.com – split test.
Without video With video
Winner: 0.2%
increase in
sales
http://blog.optimizely.com/2013/08/27/product-imagery-
tests/

24. PRICE

26. Price – testing increase

27. Price – testing increase

28. Price – testing increase- results
Original
•Traffic: 100,000
•Conversion rate: 3.5%
•Average order value: £26.50
•Total revenue: £92,750
Higher price with last minute discount
•Traffic: 100,000
•Conversion rate: 3.0%
•Average order value: £32.65
•Total revenue: £97,950

29. Price – testing reduction.
Original (no price reduction)

30. Price – testing reduction.
Variation (offering price reduction code)

31. Price – testing reduction – results.
Original
•Traffic: 100,000
•Conversion rate: 3.5%
•Average order value: £26.50
•Total revenue: £92,750
10% price reduction
•Traffic: 100,000
•Conversion rate: 5.0%
•Average order value: £23.85
•Total revenue: £119,250

32. LIMITLESS (almost)
TESTING
POSSIBILIES

33. Limitless testing possibilities
Split test apps
Split test emails
Split test social buttons
Split test live chat

34. Split testing social buttons
Arriving from Facebook Arriving from Twitter
http://www.forbes.com/sites/jeffbercovici/2014/07/17/nailed-it-buzzfeed-cracks-the-pinterest-code/

35. • Optimizely.com
• Unbounce.com
• VWO.com
Testing resources.
Split testing
tools
• Usabilityhub.com
• Usertesting.com
• Whatusersdo.com
User testing
tools
• Keynote.com/solutions/testing/mobile-testing
• Developers.google.com/speed/pagespeed/insi
ghts
Mobile testing
tools

36. “One accurate measurement
is worth a thousand expert
opinions”
US Navy Admiral, Grace Hopper

37. Email: duncan.heath@freshegg.com
Phone: 0845 373 1077
Twitter: @conversionperv