A 670% split test win producing that much “lift” — in this case more leads — is pretty good, so I wanted to tell you about how we achieved this for a client this Summer. Split testing is part of smart Conversion Rate optimization (CRO) and so a key to the R.A.C.E. strategic marketing framework we use (the “C” stands for Convert).
I’ll begin by summarizing some key takeaways:
- Always be testing. Why? It is the single best digital marketing tactic for ROI, especially used in a smart sales funnel strategy. EVERY business can use this, B2B and B2C.
- Test everything from ads to landing page to emails… and in this case — popups.
- It doesn’t have to be a major design change you test — after hundreds of tests per year, we often find, as in this case” that a headline persuasion focus can make all the difference.
- Think persuasion psychology when writing headlines.
- Emails addresses are still gold — always deploy incentives your prospects want in order to get them.
- Use a tool that calculates how much data you need related to visitor traffic before you have a valid test. We’ll review one below.
- Always be testing and practicing the science and art of CRO — Conversion Rate Optimization.
Split Test Win — 670% Lift for Eagle Consulting Partners
First… the winning popup… can you guess the factor that made it beat the control popup so much? Note that this was an A/B split test, though sometimes we do A/B/C tests:
There were only two changes we made to this popup (done in Bloom plugin for WordPress). First, we changed the background color from Navy Blue to Orange. But the main change we made was to the headline by adding a little persuasion psychology. The original headline read, “Get a Free Eagle Risk Assessment Jumpstart PDF”. What’s missing? Yes.. “Free” is a magic word for copywriters to use for incentive, but sometimes it’s not enough. In this case, adding a benefit with a fear factor (persuasion psychology) made all the difference: “To Protect Your Organization”. It also answers the question “why/” very nicely.
Here’s what we saw on the backend of the Bloom Plugin for data:
As you can see in the first column, the A version of the split test was shown 131 times, and the B version — the winner — was shown 119 times. How do we know if that is enough data to declare a winner? We like to use the online A/B Test Guide calculator. There are others, but this one is very robust and thorough. Here’s what we saw when we fed the data into the Calculator:
In statistics for split tests, just like in political polling, there is scientific calculation to determine probability of accuracy. We could have continued the test to see of we could raise the confidence percentage, though in A/B testing 95% is very good But in many tests we run, the differences are not so dramatic so you do need to run the test longer which means you may need 3 – 6 times the traffic to a landing page or to your site where pop ups appear.
Assuming you plan to instill a culture of testing for your team, how can you look for a split test win of 30% or more? 30% to 60% is more common, but imagine how an increase of 40% pays off on an ecommerce site. Follow the guidance at the top of the article, and if you like, i will send you more CRO tips from my book on Conversion Rate Optimization. Just go to our contact page and request them. Also, note that from our Surge Power Plan up, we routinely do split testing fr our clients. Strategic conversions should be a key part of your WordPress content strategy.
Scott serves as CMO & Chief Optimizer on the Webdirexion LLC agency digital marketing team for both development and content marketing strategy, and is the author of the new book, “The Marketer’s Concise Guide to CRO” (Oct. 2015). He is a career marketing communications professional with niche industry specialties in healthcare, law firms, and hotel marketing and holds recent certifications in Google Analytics Mastery (Udemy), and RACE Digital Marketing (Smart Insights). He is currently working toward Professional Certified Marketer (PCM) in Digital Marketing through the American Marketing Association which also requires annual training and 3-year recertification.
Scott has also taught business, web programming and eCommerce courses at colleges in the Portland, Oregon area. He currently teaches WordPress Content Marketing Power, an online course through Udemy, and has spoken at several Content Marketing conferences. When he is not geeking out on a Mac, Nexus 7, or Google Chromebook, he enjoys Tai Chi, walking with his dog (Steggman), and camping trips. Scott says he survives on Coffee and Pizza.