WordStream & SiteTuners: The A/B Testing Myth [Webinar]

Copyright © 2014, SiteTuners –All Rights Reserved.
#ABDelusion#CRO @tim_ash
The A/B Testing Myth:
How to Really Get More Conversions
Brought to you by:
www.wordstream.com/learn
#ABdelusion

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Today’s Speakers
Larry Kim
Founder & CTO, WordStream
@LarryKim
Tim Ash
CEO, SiteTuners
@Tim_Ash

About SiteTuners
•San Diego based conversion rate optimization agency
•Large and small company clients worldwide in all industries
Practice areas:
–Conversion-focused website blueprints (full redesigns & quick facelifts)
–Landing page test plans & testing strategy development
–Ongoing conversion management, internal team mentoring & training

MORE THAN
since 2002
1200
CLIENTS

I Love Split Testing

We have used testing to make our clients over $1,200,000,000

But I Don’t Have a Dog In The Race

The Big Myth
CRO = TESTING
A/B Testing Is The Answer To Everything

More & faster testing is the best measure of CRO!

Climbing in the blizzard –making progress…

… The next morning –you can’t get there from here
You wanted to be here
You ended up here
You started here
The Valleys
of Tears

Other Circumstances When Testing Is Not Appropriate

Copyright © 2014, SiteTuners – All Rights Reserved. #ABDelusion #CRO @tim_ash Copyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
When problems are obvious - just fix them

When problems are sitewide (not isolated)

When there is not enough traffic

When traffic is
changing, seasonal, or spiky

When you are ignorant of basic math

Keep Testing In Proper Perspective

Common problems when testing is overemphasized
•Testing velocity becomes an end onto itself
•Testing trivial stuff is a crutch –reduced to settling bar bets
•Diminishing results as page improves and game-changing ideas are scarcer
•Undervalues & often preempts or compromises large-scale redesigns
•Is largely incompatible with business model changes, or major technology platform integrations
•Focus on customer and valuable qualitative insights are diminished

What you should think about…
•Pick flexible testing tools that allow you to test non-trivial ideas
•Understand when testing is not appropriate
•Focus on profit improvements and not testing velocity (effectiveness vs efficiency)
•Have a tactical and strategic testing tracks going side by side
•Stop testing during major projects to gain the best long-term outcomes
•Understand all of the qualitative tools at your disposal

Sorry if you don’t like my conclusions…

… feel free to get some of your own
direct experience.

#ABdelusion@larrykim
A quick introduction to Larry
•Founder & CTO of WordStream (@larrykim)
•Provider of the 20 Minute PPC Work Week, the AdWords Performance Grader, and the Landing Page Grader
•#1 PPC Expert 2 years running according to PPC Hero & 3Q Digital
•Had first kid 6 months ago (#PPCkid)

Our Agenda
•Why conventional wisdom around A/B testing is silly
•What is a good conversion rate?
•Review: The top 10% of landing pages
•What makes them tick?
•How can I replicate them?
•What does it all mean?

Epiphany #1:
The Classic A/B Test is a Fairy Tale

The Great Landing Page Optimization Fairy Tale
We changed the:
•Font type
•Spacing
•Button color
•Image
•Etc.
We got a 5% increase in conversions!!

Typical Conversion Rate Optimization Test
The early lead disappears!
We want to believe our hard work paid off, but we are usually deluding ourselves…

Typical A/B Test is Overrated
•Small changes result in small changes
•The X% increase you think you go probably isn’t significant!

Rearranging Deck Chairs on the Titanic

Epiphany #2:
So What is a Good Conversion Rate?

#ABdelusion
Forest vs. Trees

#ABdelusion
What is a Good Conversion Rate?

#ABdelusion
Survey Methodology

Donkeys vs. Unicorns
Distribution Point
ConversionRate
Vs.Average
Comments
Average
2.35%
Donkeys
Top 25%
5.31%
2x
Awesome
Top 10%
11.45%
5x
Unicorns

“Top 10% of Accounts Have a CVR 3x Average” Rule
Distribution Point
All accounts
Ecommerce
Legal
B2B
Finance
Median CVR
2.35%
1.84%
2.07%
2.23%
5.01%
Top 25% CVR
5.31%
3.71%
4.12%
4.31%
11.19%
Top 10% CVR
11.45%
6.25%
6.46%
11.70%
24.48%

Aim for 3-5x Increases, NOT 3-5%!

Landing Page Unicorns?
(3-5x Avg. Conversion Rate!)

Epiphany #3:
What Do Landing Page Unicorns Look Like?

Hunting Landing Page Unicorns

Change the Offer

#ABdelusion
Change the Offer
Version A.Version B.

How to Know if Your Offer Stinks
•Average or below average conversion rate
•Ask your customer!

#ABdelusion
Change the Flow

Change the Flow
New flow: Registration at the end

New Flow: Quality vs. Quantity

New Flow: Another Example

New Flow: Let Them Choose

Epiphany #4:
Finding Unicorns Requires Effort

Relative Abundance
Name
Percentile
RelativeAbundance
Vs. ExpectedConversion Rate
Awesome Landing Pages
Top 25%
1:4
2xHigher
Unicorns
Top 10%
1:10
3-5x Higher!!

But I Have 10 Landing Pages!

This is the Same Landing Page with Different Spacing…

80% of Traffic Goes to 10% of Landing Pages

#ABdelusion
The Bar for Landing Page Excellence is VERY Low

#ABdelusion
You Don’t Need Dozens of Landing Pages*

#ABdelusion
More Landing Pages Doesn’t Inherently Help

Epiphany #5:
Consider Ditching Your Landing Page

Calls Radically Change the Flow!
•Calls bypass the landing page altogether (a very leaky step!)
•The intent behind a call is much stronger than a click
•Calls convert 3x higher than clicks
Click-to-Call = Insane Landing Page Optimization

4. Lead Captured
2. Calls Business
2. Clicks On Ad
3% Avg. Conversion Rate
1. Sees Ad
3. Visits Website Landing Page
Desktop Search Conversion Funnel
Mobile Search Conversion Funnel
Calls to Businesses Worth 3x More than Clicks on Average!
Mobile Conversion Funnel is Very Different
3. Lead Captured
1. Sees Ad

Forget Landing Pages: Force People to Call

Epiphany #6:
F%@# Conversion Rates*

Eh? What?!

Note Definition of Conversion Rate**
Conversion Rate = # of Completed Actions / Total Visits to a Page
•Beware of A/B tests that merely exchange quantity for quality
•Generating more, lower quality leads could hurt, not help your business!

Epiphany #7:
Use Remarketing as a Conversion Rate Optimization Tool**

Use Remarketing as a CRO Tool
96%
Of people who visit a website leave without completing the actions marketers want them to take
70%
Of people abandon their shopping cart without completing a purchase
Your Ad
Your Site
X
-

#ABdelusion
Why I View Remarketing as CRO**
It’s an opportunity to…
•Turn abandoners into leads
•Increase branded searches
•Increase repeat visitor rates and engagement
•Increase effectiveness of landing pages?
Users who have visited your website
Bring them back to your website

Remarketing on Facebook

#ABdelusion
Remarketing on Twitter

Remarketing on the Google Display Network

Be Super Aggressive:
Conversion Rates Increase Over Time!
Conversion Rates Increase With More Ad Impressions

Summary: Be a Unicorn among a Sea of Donkeys
•Most A/B tests = Rearranging deck chairs, small % changes, and are often insignificant, or not long lasting
•Big landing page optimization = 2-5x changes AND improved lead quality.
•Big changes = Changing your offer or changing the flow, eliminating the stages where people get stuck, etc.
•Mobile changes everything. Consider deleting your landing pages!
•Remarketing = Conversion Rate Optimization!**

www.wordstream.com/google-adwords
www.wordstream.com/landing-page
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Grade Your AdWords Landing Pages

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• increase your revenue and profit
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• land more customers
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Rio All-suites Hotel & Casino
Las Vegas -May 13-14, 2015

Get a Free 15-minute Conversion Review
•Interactive review of your key conversion paths
•Conducted by SiteTuners conversion staff
•Identify key segments and opportunities for customization
•Video transcript recorded via GoToMeeting
•Offer good only for companies generating at least $1 million annually in online revenue. New customers only please.
Limited Availability –first 5 to sign up
To take advantage of this FREE offer
you must schedule by Nov 15, 2014
Bit.ly/CROreview

#ABdelusion
Larry Kim
Founder & CTO, WordStream
lkim@wordstream.com
@LarryKim
mareketingteam@wordstream.com
Let’s Stay in Touch!
Tim Ash
CEO, SIteTuners
tim@sitetuners.com
@Tim_Ash
800.521.5066

WordStream & SiteTuners: The A/B Testing Myth [Webinar]

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WordStream & SiteTuners: The A/B Testing Myth [Webinar]