This is the slideshow I made for my presentation at the ShareASale ThinkTank in Austin, TX on May 17, 2012

1. All About
Testing
By Jim Borzilleri
CEO and Founder of

2. Overview
Intro to Testing
The 4 Types of Tests
Best Elements to Test
Rules of Testing
Q&A

3. Who Should Be Testing?
ü Anyone who makes money online
ü Advertisers/Merchants
ü Affiliates
ü Search Marketers
- PPC and Organic
ü Lead Gen
ü All E-Commerce Websites!

4. What is Website “Testing”?
ü Testing: Solving the age old problem of “What works best” (trying
new variations of your website)
ü Conversion Rate: The ratio of the number people who complete
a desired action versus the number of total visitors. For example if
100 people visit your website, and 3 buy, your conversion rate
would be 3%.
ü Control: The unmodified version of the page you’re trying improve.
ü Variation: A different version of a website element.

5. Why Test?
ü More Profit / Sales /Customers
ü Better Website Usability
ü Increased Conversions
ü Happier Website Visitors

6. The Math of Testing
Assumptions:
Media Spend: $10,000
Assume 10,000 Visitors ( $1 CPV)
Total Sales = 200 ( 2% Conversion)
Profit Per Sale = $100
Profit = $20,000

7. Testing is Very Profitable
After Testing:
10% Increase
Conversion Rate from 2% to 2.2%
10k Visitors x 2.2% conversion = 220 Sales
20 Additional Sales = $2000 Additional Profit or 20%
25% increase
Conversion Rate from 2% to 2.5%
10k Visitors x 2.5% conversion = 250 Sales
50 Additional Sales = $5000 Additional Profit or 50%

8. The ROI of Testing
All That From the Same Traffic
you Already Pay for!
The Return on Investment is HUGE
There is NO Limit!

9. Some Brutal
Statistics
This is really shocking!

10. Average Web Conversion Rate
is 2%!

11. Another Way to Look At it

12. Only 1 out 4 Marketers?
ü Forrester Research claims that ONLY 25% of
online businesses are testing as part of their
online marketing efforts.
ü That’s 1 in 4 Marketers!

13. Shopping Cart Abandonment
is a HUGE Problem!

14. So Why isn’t Everybody
Testing?
ü Testing is to complicated!
ü Don’t Need To – website works already
ü Requires programmers/programming
ü Not sure if your changes will work
ü Unsure what to test
ü Don’t understand testing

15. 4 Types of Tests
Heat Maps
URL A/B Tests
Visual A/B Tests
Multivariate Tests

16. Heat Maps
ü Very Simple to Deploy
ü Show Design Issues
ü Basis for 1st Test
ü Great for finding
“Funnel” leaks

17. URL
A/B Testing
ü Requires at Least 2 or more URL’s
ü Most Common Testing Method
ü Statistical Significance Issues
ü Low Traffic Requirements

18. “Visual”
A/B Testing
ü Works on Any Website
ü Make Changes Yourself -
Easiest to do
ü 1 Variation At a Time
ü Requires 3rd Party Software
ü Low Traffic Requirements

19. Visual A/B Menu

20. Multivariate Testing
ü Requires only 1 URL
ü “Combinations” of Variations
ü Least Common Testing Method
ü Higher Traffic Requirements

21. Best Kept Secret of Testing
ü Start with URL A/B Tests
ü Refine with Visual A/B Tests
ü The Key? Multivariate Tests for
even further improvements!

22. What Should
You Test?
I get asked that a lot!

23. Top Elements to Test

24. What
to Test
Most Popular Elements
① Headlines ⑤ Cart Setup
② Calls to Action ⑥ Fonts
③ Buttons ⑦ Layouts
④ Images ⑧ Security Seals

25. #1
Test Your Headlines
ü What is a good headline?
- Grabs attention and keeps
people on your site.
ü You ONLY have a few
seconds!

26. #2
Test Your Call to Action
What are you asking your visitor to do?
BUY NOW

27. Case Study #2

28. Case Study #2
Results

29. #3
Test Your Buttons

30. 64% Increase
ü One of our clients only increased the SIZE of
their “Download” button,
and enjoyed a whopping
64% increase in conversion!
What’s the point?
Always Test Button Size and Text!

31. #4
Test Your Images
ü Image Content
- Happy Couple or Bikini for Weight Loss?
ü Image Size
- Big Or Small
ü Image Size in KB
- Faster is always better

32. Case Study #4
6 Image Variations

33. Every Variation
Outperformed the Original

34. #5
Test Your Cart
14% Don’t want to register
12% Felt site was asking for too much info
11% Checkout too long/confusing

35. #6
Test Fonts
ü Test a Larger Font Size
• Makes it Easier to See on the Page
• Makes it easier to Read
ü Test a Different Font
ü Test a Different Color Font
• Make it Stand Out on the Page
• Can Produce Different Emotions
• For example, Blue is Safe, etc..

36. #7
Test Layouts
ü Price Positioning & Size
ü Page Format
ü Image Positions
ü Text Formats

37. Case Study #7
Layouts

38. Case Study #7 - Layout
Results

39. #8
Test Security Seals
ü SSL Seals
ü Trust Seals
ü Privacy

40. Update:
Test Social Proof
ü Social Proof
ü Likes/ Followers
ü Testimonials
ü Must be tested

41. Review of What to Test
- 8 Most Popular Elements
① Headlines ⑤ Shopping Cart
② Calls to Action ⑥ Fonts
③ Buttons ⑦ Layouts
④ Images ⑧ Security Seals

42. Testing Rules
Little Things That Make a
Big Difference

43. Rule #1
Test Everything
ü Don’t stop at 1 element
ü A small change can be huge
ü Nothing is sacred

44. How?
Adopting a Culture of Testing
ü Adopt a New Policy
- Test Every Web Site and Landing Page
ü All your commercial websites should be
tested 100% of the time.
ü Increasing you conversion rate is addictive
and very profitable.

45. Rule #2
Speed Matters!
ü Always make sure you have a fast website
ü Amazon claims every second of delay loses 1% conversion!
ü Test speed all the way through your funnel - not just one page

46. Rule #3
5 Second Rule
ü Show your website/page to someone for 5
seconds then hide it
ü If they can’t tell you the primary purpose of
the site is, you have a problem
ü Always make sure visitors get a chance to
read your most important text – headlines.

47. Rule #4
Avoid Clutter
ü Simple can be better
ü Most pages have too much info
ü Make it easy to “get it”
*An exception to this rule would be for sites designed to provide a
high level of detail like a “product detail” page.

48. Wrapping it Up
Introduction to Testing
4 Types of Tests
Best Elements to Test
Rules of Testing

49. Why Start Right Now?
ü More Profit / Sales /Customers
ü Better Website Usability
ü Increased Conversions
ü Happier Website Visitors
and in case you missed it….

50. Testing
is highly
PROFITABLE!!

51. Start For Free!
Get Heat Maps and Start Testing Free at:
Experimently.com

52. Thank You!
Questions?
Jim Borzilleri
Chief Optimizer
james@experiment.ly
(801) 590-8720x 111
linkedin.com/in/jamesborzilleri