You know that Conversion Optimization works. But optimizing for results is only the beginning. I want to talk about 2 things today.
I want to talk about 2 things today.
Conversion Rate Lift is great. Look how cute it is!
Until you see the awesomeness of marketing insights!
I want to talk about 2 things today.
It works *if* you do it right. (and that ’ s an iff with two “ f ” s) Let ’ s correct misconceptions about Conversion Optimization.
Conversion Optimization is not about getting advice. There are a lot of consultants willing to hand out advice about how your website and landing pages should be handled. Ask yourself how much of their advice has been tested. If not, where is it coming from? Also, “ Best Practices ” advice alone ignores your context.
Even if they’ve run a few tests, without trend-spotting that can *only* come from thousands of test results, their advice can be shallow. Some consultants will tell you that you should always use green buttons. Probably because they’ve seen one test result where a green button won.
Others will tell you that red beats green.
Still others will promote orange buttons.
The false promise of multivariate testing. Tool vendors have to sell you on the latest whiz-bang features so you’ll pay high monthly subscriptions. But, the dirty little secret of CRO is that A/B/n testing will usually give the best results.
Do you really need to go through all that work? Can’t I just throw a designer in a room to come up with a bunch of variations?
Companies with a structured approach to conversion optimization are twice as likely to have seen a large increase in sales as those without a structured approach.
Maybe beautiful bouncing women aren’t persuading people to grow more hair? This can impact their marketing strategy.
Maybe beautiful bouncing women aren’t persuading people to grow more hair? This can impact their marketing strategy.
This is the secret of CRO that no one is talking about. Not all tests win.
In the vast majority of our tests, we ’ re getting big wins in conversion rate and revenue lift. It ’ s easy to tell the story of winning test results. Everybody ’ s happy! And that ’ s usually the story.
In fact, I’ve had many conversations with internal testing teams and other agencies. The average internal team I’ve spoken with gets a win in one out of every third test. An agency that runs tests may get up to 60% wins, which is very good. Nearly double the internal teams rate. With WiderFunnel’s system, we’re getting a much higher success rate. In fact, in Q1 of this year, 89% of our tests delivered a winning lift!
But what about the “ other ” tests?
You know, the “ inconclusive ” ones. Last quarter, 11% of WiderFunnel ’ s tests were inconclusive. If you ’ ve run any number of tests, you may find, as we do, that losing tests are pretty rare. You probably prune the losing variations before they go too far. But, what about those inconclusive ones? Were they a waste of time? Today, we ’ re going to talk about how WiderFunnel ’ s 7 Step Conversion System gives consistent great results, but also delivers value even from inconclusive or even losing tests. We ’ ll look at winning examples and also how to get value from those “ other ” tests.
With inconclusive tests, compare variations to find insights.
With inconclusive tests,
We’ve talked about Ninja’s already this morning. The only way to get there is to run more tests than anyone. Apparently Gurus are now called Ninjas. Whatever you call it, getting there can only be done with lots of learning from testing.