When choosing an A/B test winner, there will always be a certain amount of risk. What risk? Well, statistically speaking, testing is not a binary proposition with one version a clear loser and one a clear winner. How then can you be confident in your A/B test results? Let’s take a look.
I was preparing a lecture for my online course on “CRO Power” (recall that CRO stands for Conversion Rate Optimization), where we have been testing two versions of a pop-up to subscribe to our newsletter in return for an eBook on R.A.C.E. marketing strategy and tactics. Here are the two versions and you can see which one “won”:
Our A/B test results for these two pop-up versions showed that the A version (left) got better results. How significant is that?
Design, UI, and Strategy components all combine to play a symphony pleasing to website visitors.
Looking back at a run of recent projects (see examples below), we can see modern responsive design, content strategy, and conversion rate optimization (CRO) is paying off. Like a concert master, the “music” of each design and strategy component are directed to play the right “tune” to attract and engage your prospects. We review some recent Webdirexion WordPress Content Strategy projects to look at the symphony of choices involved in developing compelling websites. (more…)
What if you could test every “module” on a page from slideshows to forms to subheadings to tab boxes? Now you can using the Divi builder’s built in A/B testing. One of the best solutions for smart content strategy that we have seen to date. Learn why we’re building it into all of our latest projects.
We’re WordPress specialists and also literally wrote a book on CRO — Conversion Rate Optimization — so we were very pleased when a market leading theme developer upped their game and added A/B testing for over 30 modules (like slideshows, tabbed boxes, images, and text components) that are also part of the theme.
Split testing = more leads and customers.
It’s called Divi from Elegant Themes, and aside from the fact it makes layout go much faster with modular components, now with split testing (we sometimes call this “A/B” testing since it is common to test two variations of landing pages, but with this tool you can actually test several more variations) we like it so much we have been using it on all our recent projects including the new Old Town Portland site, two Dental sites, eCommerce sites, and for ProtoCall Services (design by Smith Creative Group) — one of our healthcare clients. This is cutting edge for smart content strategy. (more…)
[Editor’s Note: This is the first in a series on the primary focus areas of R.A.C.E. Digital Marketing: Reach; Act; Convert; Engage. We will expand on these articles to create longer guides for Digital Marketers and make them available at our training division site: CollegeofMarketingPros.org]
Leads are the gold for B2B marketers looking for strategic conversions.
Every business needs qualified leads. That’s why we wrote a guide to CRO — Conversion Rate Optimization. CRO is arguably one of the best tactics you can use for ROI with a quick payback. It also sits prominently within our RACE marketing cycle diagram (below) at position #4. If your site is not converting, and you are not working on ways to improve conversion rates, then you may be losing money.
In B2C and e-commerce, marketers are often concerned about moving directly to a sale. Conversely, B2B sales cycles are longer so it’s very important to capture leads. We at Webdirexion contend that leads are very important in B2C work too, particularly for potential customers who aren’t ready to buy yet. One of our focus industries is in hotel marketing and we see a majority of hotels just focusing on reservations alone.
“Your site “design” is just a best guess at what will be persuasive and compelling.”
When you work on CRO — Conversion Rate Optimization — at your website there are a number of steps in the process where you can impact how many site visitors will convert to a lead for you. Developing and testing your forms is one tactic marketers often overlook. One approach is to create a ”smart form” for your business that delivers specific information tailored to the individual that is completing the form. Forms that automatically show or hide fields based on the user’s response are known as ”smart forms” and FormStack refers to this capability as “conditional logic.”
Using this feature offers many advantages, including the following:
- Enables the form to look less intimidating than it really is
- Creates the unique, individualized experience all internet users are looking for
- Hides information that you don’t want all users to see
FormStack released an extensive report that evaluated trends, conversions and analytics of more than 40,000 forms for 2014 – it may come as no surprise that smart forms ranked supreme with the most engagement and conversions. This only makes sense when you consider the content is tailored to the individual and relevant. (more…)
“Never stop testing, and your advertising will never stop improving.” – David Ogilvy
A/B testing often results in better CRO.
If increasing sales is the holy grail for marketers, why don’t more pay attention to CRO — Conversion Rate Optimization? Let’s say your typical B2B sales campaign looks something like this when it comes to Online Marketing: Set up a landing page; run a PPC campaign; send out a promotional email to your list, drive warm prospects back to your landing page; look for visitors to convert via a form on the page which puts them into your CRM? Done? Not by a long shot. You need to find ways to improve results.
There’s a chain of “C” focus points on the way to a sale which all may be optimized: Content; Conversion; Connection; Close. You need to test each step of that process for better performance. That’s when you start CROing. Only then can you maximize ROI — Return on Investment. Only then will your boss understand how valuable you are to the organization.
Learn more in BLIP Magazine — this week’s edition is dedicated to CRO
If you are not writing at least three (more…)