Why do some companies get great A/B test results while others end up disappointed? Today is the best time in history to be an evidence-led marketer. Data is available everywhere, tools are improving daily, and the business climate is data-friendly. You hold in your hand the keys to the kingdom. But, you must not squander the opportunity. If your results are disappointing, it may not be what you are testing, but rather how you are testing. In this webinar, Chris Goward, optimization thought-leader, how leading businesses are using optimization processes to gain dramatic revenue lift and insights with every single A/B test. You’ll walk away with practical strategies to drive real, tested business results. You'll learn: ● How leading marketers are gaining powerful insights and revenue gains, with real case studies ● Frameworks and processes to create the best optimization program ● Proper Design of Experiments that will help you get consistently better A/B test results ● Tips to becoming a future-proof optimization champion

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2. THE CONNECTED CONVERSION OPTIMIZATION
PLATFORM

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Learn From Failed A/B Tests
to Create Winning Results
How to Turn Losses into Wins

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Before we get started. . .
• This presentation deck and recording will
be available to you after the webinar
• Use the General Chat panel to ask
questions or make comments in real time
• Stay to the end for the chance to win a free
digital copy of You Should Test That! Type question
here

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One of you will win the book today.
Get a free chapter at: YouShouldTestThat.com

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• Developed the LIFT Model®,
PIE Framework, and
Infinity Optimization Process™
• Keynotes at conferences and
seminars around the world
• Author of You Should Test That!
Get a free chapter at:
YouShouldTestThat.com
Chris Goward
Founder & CEO, WiderFunnel

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23.4%
more orders for IBM Softlayer servers

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115%
more qualified leads for Magento Enterprise

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210%
lead generation lift for Equity Trust

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$1 million per month additional revenue for BuildDirect.com

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But not all tests are winners, right?

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Result: Both variations lost.
Var A Var B

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But!
The experimental design delivered valuable insights.

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Var A Var B

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

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There are no losing experiments...
...if you use the right experiment process.

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?

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?
A B C

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

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Great results aren’t random
The right process makes magic happen.

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Infinity Optimization Process

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A B C ↓
7.7%
↑
0.6%

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A B C

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A B C ↑
14.1%
↑
8.9%
?

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Validate
Design of Experiments
is used to maximize the
growth and insights
results from
experiments.

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Your challenge:
Balance results and insights

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Unless you have infinite traffic...
You can't isolate every variable - tests will take too long.
You can't only test one variation - you'll learn nothing.
You can find the ideal balance with Design of Experiments.

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The results and insights spectrum
Results Insights
A/B Multivariate

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The results and insights spectrum
Results Insights
A/B MultivariateFractional
factorial

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Why is this important?

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It allows you to gain important insights.

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Use Factorial Testing to understand your
customers’ psychology

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Infinity Optimization Process

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Explore
Web analytics – done
right – can feed insights
into user experience
hypotheses.

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Conversion Rate: -2.23%
Revenue per visitor: -2.95%

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Conversion Rate: -9.97%
Average Donation: +1.57%
Revenue per visitor: -8.55%

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Ikea effect
Consumers place a
disproportionately high value on
products they partially create.
Could interacting with the slider
create a sense of ownership of
the donation?

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Explore
Your visitors convert in
their minds before they
convert with their click.

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#AlternativeFacts

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Loss Aversion
Studies have shown that losing
an amount is twice as
psychologically powerful as
gaining the same amount.
- Amos Tversky and Daniel Kahneman

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Conversion Rate: +2.04%
Average Donation: +5.94%
Revenue per visitor: +8.01%

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Consistency Principle
We like to keep consistent with
what we think, say and do, and will
change to ensure this is so.
- Cialdini, Influence.

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Conversion Rate: +1.97%
Average donation value: +3.07%
Revenue per visitor: +5.10%

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Selected
Regular donor
Selected
Occasional
donor
Selected
First-time
donor
Did not select
an option
14% of visitors
68% of donors
86% of visitors
32% of donors

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Now, we’re building on these insights to deliver
Personalized data-informed experiences.

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Q&A →
Or email: iwant@widerfunnel.com

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Want new ideas to spark your testing program?
Download the new graphical
cheat-sheet with 17 new A/B test
ideas:
WiderFunnel.com/17ideas
Email your questions to: iwant@WiderFunnel.com

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

60. Profitable ‘A-ha!’ moments everyday.™