Mastering the A/B Testing Idea Engine

Delivering profitable ‘A-ha!’ moments everyday.™

Mastering the A/B testing idea engine

© 2007-2016 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward #awesome
Chris Goward, Founder & CEO
!  Developed WiderFunnel’s LIFT Model™ and
Inﬁnity Optimization Process™
!  Advises clients on B2B, B2C, Lead Gen,
E-commerce, and Aﬃliate marketing
!  In demand as a keynote speaker globally
!  Author of the book:
“You Should Test That!”
Get a free chapter at:
YouShouldTestThat.com

One of you will win a free copy today.

This is called a HiPPO problem.

The future’s so bright...

But there’s a problem...

Optimization requires humility

Optimization champions
are zen marketing masters
They combine the yin & yang of marketing

Proven
Quantitative
Logical
Solid
Intuitive
Qualitative
Inspired
Fuzzy

The best optimization process maximizes
both creative and analytical thinking

Infinity Optimization Process

Explore
Combines diverse
information through
the lens of the
customer experience.
Generates surprising
customer insights to be
validated.

TM
LIFT Model
(Note: For more info, google WiderFunnel Lift )

Eye tracking
heatmap

!  Screencasting and video editing software
!  Conversion rate lift of 26% over 6 months
!  $2 Million revenue increase from optimization

Distraction: Tiled images create a “false
bottom,” blocking visitors from reaching
feature copy
Distraction: Competing CTA’s with no
price clarity

" 11.5%
" 4.5%

“ Tangible products must be
intangibilized to add
customer-getting appeal,
and intangible products
must be tangibilized.”
– Theodore Levitt

" 26%
sales lift
?

Clarity: Shoppers want to reﬁne their results
by color.
..but, inconsistent use of “color” and “palette”
plus long list of color options
creates cognitive load.

Validate
Conﬁrms the eﬃcacy of
creative insights
through rigorous A/B
testing.
Generates new insights
based on surprising
customer behaviour.

?

?
A B C

?
A B C
15.6% Lift 9.8% Lift23.6% Lift

Optimization is much more powerful
than just website tweaks.

!  Cel phone signal booster hardware
!  Full service Inﬁnity Optimization Process
!  36% revenue lift after four months

TheControl
Homepage

TheControl
CLARITY: Based on scroll and
heuristic analysis, the ﬁrst
block of content created a
false bottom.
CLARITY: White/black text on
dark purple hard to quickly
read.
Homepage
VALUE PROPOSITION: Very
crisp, clear value proposition
messaging.
Visitors faced an
extremely long page with
clarity issues.

“Cognitive strain
makes people wary
of their actions.”
– Daniel Kahneman

source: NNGroup

BJ Fogg Behavior Model

Control Variation A
Focused segmentation redesign v1

Easy segmentation
module.
Homepage
VariationA
Best-selling products as
secondary module to give
idea of products available.
Will a more focused
homepage reduce
interaction costs and help
visitors ﬁnd the right
product faster?

Variation A Variation B
Focused segmentation redesign v2Focused segmentation redesign v1

Homepage
VariationB
Tabs provide more info
for those who need it and
provides data on
engagement.
A more comprehensive
redesign to test against
Control.
Additional segmenting in
top banner to at least
diﬀerentiate between
home shoppers and
businesses.

Variation A Variation B
Focused segmentation redesign v2Focused segmentation redesign v1
Control
......
Product Sales: +15.8% +41.4%

What does a happy client look like?

And that’s just the beginning

Category Page Test # 1 +18.8% Lift

Category Page Test #2 +17.4% Lift

A/B testing can also reveal
persuasional triggers

•  Monthly mystery box of toys
•  E-commerce subscription model
•  Huge social fan base
Goals
•  Lift subscribers and proﬁt
•  Understand their customer

Intrigue?
Quality?
Fun?
Value?
Social
Inclusion?

You Should Test That!

A B C # 7.7%
" 0.6%

A B C

A B C " 14.1%
" 8.9%
?

Growth + Insights = Awesome

Social Proof works
For this audience and context!

Prospects’
Desires
Your
Features
Competitors’
Features
Your%%
Points%of%Diﬀerence%%
(PODs)%Your%%
Points%of%Parity%%
(POPs)%
Your%Points%of%Irrelevance%
(POIs)%

Your Customer?

How does it look over time?

Profitable ‘A-ha!’ moments everyday.™

We partner with high performance brands to
deliver profitable ‘A-ha!’ moments everyday.

Download a free chapter at:
www.YouShouldTestThat.com
Email your questions to:
iwant@WiderFunnel.com
How to become an optimization champion?

Q&A $
Or email: iwant@widerfunnel.com

Thank You!
You will receive a recording of the webinar
in the next few days.

Mastering the A/B Testing Idea Engine

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