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Tripling Your Conversion
Rates With A/B Testing
Lars Lofgren
@larslofgren
2X and 3X in 9-12 months
KISSmetrics homepage conversion to signups.
Nov 2013 = 2.85% Aug 2014 = 8.71%
I Will Teach double confirmation page
July 2015 = 63% June 2016 = 82%
I Will Teach popup monthly lead counts
Aug 2015 = 1800 Aug 2016 = 7100
Win rates at KISSmetrics after 65 A/B testsNumberofTests
0
10
20
30
40
Confirmed Winner Marginal Confirmed Loser
52%
20%28%
Win rates at I Will Teach after 96 A/B testsNumberofTests
0
15
30
45
60
Confirmed Winner Marginal Confirmed Loser
60%
23%17%
If most of our tests fail…
we can’t depend on any
single test.
You’re in a quantity game.
More tests = more wins.
We don’t use A/B tests to pick
winners. We use them to
avoid losers as we stack
confirmed winners.
Cycle through as many
tests as possible while only
launching confirmed
winners.
8 Rules of A/B
Testing
1. Above all else, the control stands.
2. Get 2000+ people through the test within 30 days.
3. Wait at least 1 week before checking data.
4. Only launch variants at 99% statistical significance.
Fast forward a week…
5. If the test drops below 10%, ditch it.
6. If no new winner after a month, ditch variant.
7. Get the next test ready while you wait.
8. If you have another goal, say so before starting
Cycle through as many
tests as possible while only
launching confirmed
winners.
Q&A
Lars Lofgren
@larslofgren
lars@larslofgren.com
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Tripling Your Conversion Rates With A/B Testing

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My entire strategy on how I more than double conversion rates at any step of a marketing funnel. I used it to triple conversion rates at KISSmetrics, it's the playbook I use to consistently double and triple conversions rates for each company I work with.

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Tripling Your Conversion Rates With A/B Testing

  1. 1. Tripling Your Conversion Rates With A/B Testing Lars Lofgren
  2. 2. @larslofgren
  3. 3. 2X and 3X in 9-12 months
  4. 4. KISSmetrics homepage conversion to signups. Nov 2013 = 2.85% Aug 2014 = 8.71%
  5. 5. I Will Teach double confirmation page July 2015 = 63% June 2016 = 82%
  6. 6. I Will Teach popup monthly lead counts Aug 2015 = 1800 Aug 2016 = 7100
  7. 7. Win rates at KISSmetrics after 65 A/B testsNumberofTests 0 10 20 30 40 Confirmed Winner Marginal Confirmed Loser 52% 20%28%
  8. 8. Win rates at I Will Teach after 96 A/B testsNumberofTests 0 15 30 45 60 Confirmed Winner Marginal Confirmed Loser 60% 23%17%
  9. 9. If most of our tests fail… we can’t depend on any single test.
  10. 10. You’re in a quantity game. More tests = more wins.
  11. 11. We don’t use A/B tests to pick winners. We use them to avoid losers as we stack confirmed winners.
  12. 12. Cycle through as many tests as possible while only launching confirmed winners.
  13. 13. 8 Rules of A/B Testing
  14. 14. 1. Above all else, the control stands.
  15. 15. 2. Get 2000+ people through the test within 30 days.
  16. 16. 3. Wait at least 1 week before checking data.
  17. 17. 4. Only launch variants at 99% statistical significance.
  18. 18. Fast forward a week…
  19. 19. 5. If the test drops below 10%, ditch it.
  20. 20. 6. If no new winner after a month, ditch variant.
  21. 21. 7. Get the next test ready while you wait.
  22. 22. 8. If you have another goal, say so before starting
  23. 23. Cycle through as many tests as possible while only launching confirmed winners.
  24. 24. Q&A Lars Lofgren @larslofgren lars@larslofgren.com
  • tony_mignot

    Oct. 23, 2015
  • eugenekardash

    Oct. 22, 2015
  • VictorEspigares

    Sep. 2, 2015

My entire strategy on how I more than double conversion rates at any step of a marketing funnel. I used it to triple conversion rates at KISSmetrics, it's the playbook I use to consistently double and triple conversions rates for each company I work with.

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