Stop guessing! Stop copying tests you've seen! Don't blindly follow best practices! Your website, your users, your products are unique. Use Google Analytics, surveys, mouse tracking, eyetracking etc. to find the gaps in your website and texts. This will enable you to create better ab-tests.

1. How to create better A/B tests based on user research
Karl Gilis
@agconsult

2. Part 1
The joy of A/B testing
@agconsult

3. Welcome to the world of AB-testing

4. Where people test every idea that pops into their head

5. Which results in stupid tests…

6. Where people copy tests they've seen on the web

7. And blindly follow so-called best practices

8. Green check marks always work!
Really?

9. No matter what the bullets said, the
green checkmark versions always
won.

10. And so the green checkmark myth was born
 This product sucks
 Burning your money is better than buying this sh*t
 Read my lips: DO NOT BUY THIS!

11. Nothing. Zilch. Nada. -5,1% -5,9%

13. Nothing. Zilch. Nada.

16. It's not because you own a typewriter,
you'll become the next best-selling author.

17. Know why you're running an A/B test

18. Find it!

19. Part 2
More user research = better AB-tests
@agconsult

20. My preferred methods & tools
• User testing (Morae)
• Eyetracking (MyGaze eyetracker, Tobii)
• User Analytics (with Google Analytics)
• User session recordings (Mouseflow, Inspectlet, Hotjar)
• Mouse heatmaps (Hotjar, CrazyEgg)
• Form analysis (Formisimo)
• Targeted mini surveys (Qualaroo, Hotjar,…)

21. User testing with eyetracking

23. Put your calls-to-action where
people see them
I know this doesn't sound very innovative. But it’s really important.

25. + 45,9% clicks on "Get a quote"
+ 15,6% clicks on "Book a test drive"

26. Google Analytics

27. Sliders suck. Always.
Except when they are just image slides. Without separate messages.

28. 25% of all clicks
25%
35%
2 to 5%

29. 28% more clicks

30. 55% more clicks

31. Don't hide (important) stuff on
mobile
People do scroll. Don't worry.

32. + 10% brochure requests

33. Remove navigation on landing pages
& for people coming from AdWords
When navigation turns into a distraction, remove or hide it.

35. Removing the main navigation for AdWords visitors,
resulted in a significant lift in bookings. (Sorry, I'm
not allowed to share the exact number.)

36. User session recordings & mouse heatmaps

38. Use tools to find where the problem
areas are
And use your brain or user input to make them better.

39. Only 52,41% of visitors scrolled to this part

40. Original

41. Variation

42. 32,5% more people reach this point:
- Our version: 69,45%
- Original: 52,41%
44,1% more people reach this point
100% more visitors go to a product detail page
76,2% more requests for quote
57,8% more brochure downloads

43. Repeat your CTA at the bottom of
your page
Believe me. This works. Always.

44. 43,8% more clicks

46. 3x more people going from a content
page to a product page

47. Form analysis (& user session recording)

48. Make forms as easy as possible
And use tools to reveal where the real problems are. Don't guess.

49. Formisimo revealed which fields caused most problems

50. 52,9% more requests for offer

51. Explain why you want certain
information
Make sure you use positive words. You don't want to scare your visitors.

52. 35,4% more forms submitted

53. Targeted surveys

54. On the homepage of a webshop,
do you push products or
product categories?

55. What is the purpose of your visit to our website today?

56. + 188% more clicks
+ 75% more sales from homepage visitors

57. Push product categories instead of
individual products
This depends from site to site. But most of the time it works. Big time.
.

58. Give people what they want
As long as it helps your business.
.

59. What is the purpose of your visit to our website today?

60. 23 times more people use the dealer locator

61. Use the same words your users do
Not the ones you use.
.

63. 14,3% more searches

64. Make it easy to choose/compare
Make sure you use the main decision criteria and emotional triggers of
your users
.

65. What’s important for you when choosing a new car?
Besides the way it looks.

67. • 7,5% more clicks to model pages
• Even a bigger increase in number
of requests for offer

68. Place what's important for your
visitors on the left side of your page
This can sometimes make a difference. Sometimes it doesn't do sh*t.
.

69. What are the most important things when buying a
used car?

70. 26% more reservations

71. Know what your clients & visitors want
And get filthy rich 
.

72. What convinced you the most to decide to ask a
quote?
Was there something that made you hesitate?
If so, what?
77,1% more requests for quote

73. Wait…
I have a free bonus tip
@agconsult

74. Get my free ebook now
 10 conversion tips that work on every website
 15 cases from the real world
 6 best practices from leading websites
 www.agconsult.com/ebook.html
 www.slideshare.net/agconsult
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