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10 actionable tips before you start a/b testing #cro #abtesting

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10 actionable tips before you start a/b testing #cro #abtesting

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Part of my ConversionWorld talk on 10 things you should make sure you fixed before even starting to a/b test. Actionable tips that can be implemented by any online marketeer. Enjoy!

Part of my ConversionWorld talk on 10 things you should make sure you fixed before even starting to a/b test. Actionable tips that can be implemented by any online marketeer. Enjoy!

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10 actionable tips before you start a/b testing #cro #abtesting

  1. 1. Hi, I’m Arnout Hellemans and I will be talking about the 10 things to do before you start a/b testing: there is so much actionable stuff you can fix for more money, I’ll inspire you. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com twitter.com/HELLEMANS
  2. 2. Focus on the right metric Clicks? CTR? Traffic? Conversions? Conversion rate? One question: How do you make money? Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  3. 3. Step #1 The basics. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  4. 4. 404 pages can be killing Paid channels ending up in nowhere. Incoming links end up nowhere (seo and referral traffic) Internal dead ends Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  5. 5. How to find 404 pages Google analytics search on 404 page title Google webmaster console Bing webmaster console Use a crawler like screaming frog or semrush for internal broken links Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  6. 6. Tip #1 Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  7. 7. Page not found title search (GA) Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  8. 8. Tip #2 Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  9. 9. Crawl errors in Google Webmaster Console
  10. 10. Crawl errors in Bing webmaster tools Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  11. 11. Tip #3 Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  12. 12. Screaming frog
  13. 13. Tip #4 Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  14. 14. Speed; The need for speed. Gtmetrix.com Pagespeed insights Webpagetest.org Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  15. 15. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  16. 16. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  17. 17. Things to check: Mobile usability, speed and more, responsive might not cut it.
  18. 18. Tip #5 Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  19. 19. HTTPS for trust
  20. 20. Tip #6 Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  21. 21. Speed v2. HTTP/2 PHP7 and Server tweaking Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  22. 22. Tip #7 Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  23. 23. Page title and meta description. Everyone thinks it’s SEO but It’s more, it’s the start of your funnel! Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  24. 24. Title and meta description research. Tips: Do a site:domainname.com search and check the results. Combine GA and Screaming frog. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  25. 25. Tip #8 Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  26. 26. Google Analytics Ecommerce script. “Ecommerce tracking allows you to measure the number of transactions and revenue that your website generates” Source: Google Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  27. 27. Focus on where you make the money. Work from margin. Extra dimensions in all reports. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  28. 28. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  29. 29. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  30. 30. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  31. 31. Tip #9 Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  32. 32. Form optimisation. Don’t ask too much. Keep it simple. Communicate payment methods. Communicate delivery times and options. Inline validation. Measure your errors. Context of the form.
  33. 33. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  34. 34. Inline validation Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  35. 35. Inline validation tracking. Use GA event tracking for the big picture. Use Hotjar to see it happening. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  36. 36. Inline validation errors in GA Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  37. 37. Drill down in the fields Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  38. 38. Hotjar tags the same as GA Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  39. 39. Tip #10 Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  40. 40. Google Analytics Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  41. 41. Exclude internal traffic and Spam in Google analytics. Don’t screw your results by measuring the wrong things. Internal sessions won’t convert (just testing!) Google analytics spam happens, and can be huge. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  42. 42. Filter internal traffic
  43. 43. Spam in Google analytics
  44. 44. Google analytics; no internal UTM tagging. Every click is an extra session (Conversion rate is based on sessions) You lose the original traffic source. Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  45. 45. Internal UTM tagging http://www.easyjet.com/en/holidays/deals/winter-sun- deals/?utm_medium=referral&utm_source=easyjet.com/en/&utm_ca mpaign=menu&utm_content=Section4Link5 Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  46. 46. My toolset Google analytics Google webmaster console Hotjar Screaming frog seo spider SEMrush Nerdydata And finally: My brain Arnout Hellemans | CW2017 | cw@onlinemarkethink.com | twitter.com/HELLEMANS
  47. 47. Thanks for joining me! Arnout Hellemans cw@onlinemarkethink.com Twitter: @hellemans

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