Posts tagged with Testing

Horror stories: how to avoid an A/B testing nightmare

A/B testing has undoubtedly become the buzzword of the marketing world. It has the potential to transform your marketing approach and fundamentally enhance the way you do business online.

It is the only reliable way of establishing cause and effect. In fact, 75% of the internet retailing top 500 are using an A/B testing platform. While 61% of organisations are planning to bolster testing services in the next 12 months.

And yet: poor A/B testing methodologies are costing online retailers up to $13bn a year in lost revenue. 

That’s a really big number. It’s no longer enough to say that you use A/B testing. How you do it is far more important. Here are three A/B testing horror stories.

The cases are anonymous, but the scenarios are very real. Avoiding these traps can help you transform an A/B horror story into the marketing fairytale you always dreamed of.

Let’s kiss the toad and turn him into a prince.

9 comments

The Student Room Group on the importance of conversion rate optimisation

The Student Room Group is one of the UK's largest sites for students, and has experienced plenty of success with a continuous CRO (conversion rate optimisation) strategy. 

I spoke to director of optimisation Pete Taylor to find out more about the company's conversion optimisation strategies, what's proved to be effective, and which tools are the most useful...

4 comments

The bread and butter of PPC ad testing

PPC ads are never finished. They should constantly be tested and refined to increase performance with the ultimate goal of increasing click-through rate (CTR).

An eye-catching and well-optimised ad will attract greater click-through which in turn will lead to a lower cost-per-click. The entire account will benefit from the improvement in these key metrics, so why settle for results that are just OK when you can test your ad copy and achieve PPC greatness?

However, before you drill into the finer points of testing your ad copy, there are a few basics to understand that will ensure your tests are giving you reliable data:

3 comments
Conversion Rate Optimisation Report

Just 71% of companies test their websites: stats

Companies whose conversion rates have improved carry out 50% more tests on their websites than companies whose conversion didn’t improve. However, 7% are testing nothing at all. 

This difference is even more apparent when looking at sales. Companies with a large increase in sales carried out over two times as many tests as the average. 

Of the companies that carry out testing, 60% carry out one or two A/B multivariate tests a month and only 6% perform more than 10 tests a month.

These findings come from the fifth annual Conversion Rate Optimisation Report, carried out in partnership with RedEye, and based on a survey of almost 1,000 client-side and agency digital marketers.

Let’s take a look at what areas & elements our respondents are testing and what they find to be the most challenging stages.

1 comment

Satisfaction with conversion rates has increased for the first time in four years

Over a quarter (28%) of companies are satisfied with their conversion rates (either 'very' or 'quite' satisfied), up by 6% since 2012 and the highest level since 2009. 

Addtionally, around three-quarters (73%, up from 65% in 2012) indicate they have seen an improvement in conversion rates in the last 12 months

The fifth annual Conversion Rate Optimization Report, produced in association with RedEye, also found that the proportion of organisations who say they experienced an increase in sales conversion rates has significantly gone up, from 60% in 2012 to 70% this year.

The research, based on a survey of almost 1,000 client-side and agency digital marketers, revealed that A/B and multivariate testing, using multiple methods to improve conversion and having a structured approach are among the seven factors most correlated with improved conversion and sales...

1 comment

Six advanced ad text testing considerations

Your adverts and their messaging are integral to your PPC success. Like the campaign itself, they need constant optimisation, revision and testing.

Planning is probably the most important part of ad text testing. Without a solid plan you are simply going to stick a load of messages out there and see what comes back.

This can lead to unfair testing practices and ultimately, worse results.

Find out what you should be considering when it comes to ad text testing...

1 comment

How to measure the effectiveness of ecommerce videos

Every ecommerce site needs video, which helps drive interest and engagement from consumers,  but how do you know if videos actually bring any money to the bottom line?

As a general rule, shoppers love videos, since they show off products in a way that still images can’t.

But how can site owners know if all the work they’re putting into videos is actually generating a return on investment?

2 comments

10 interesting digital marketing stats we've seen this week

Here's some statistics we've seen this week, for your delectation.

For more digital marketing stats, check out our Internet Statistics Compendium.

5 comments

12 essential PPC landing page success factors

Landing pages are an integral part of paid search. Effective pages mean you convert more visitors to the outcomes you need and in quality-score based search engines they make your ad more competitive.

Securing the click is only the start of the conversion journey. The quality of the user journey after the click will determine your ability to convert paid search traffic into desired outcomes.

A common mistake in paid search programmes is for the focus to be entirely on keyword targeting and CPC management, ignoring the vital role that landing page optimisation plays in converting visits into actions.

I'm referring to PPC landing pages here, as some of these tips are taken from our PPC Best Practice Guide, but many of these factors apply equally to email and other landing pages...

8 comments
A/B/n Testing illustration

Getting started with A/B and Multivariate testing: three FAQs

A/B/n and multivariate testing is one of the most important CRO (conversion rate optimisation) activities for continually improving your website, and yet for some it can be difficult to get started with. 

In this post I’ll share three frequently asked questions we hear time and time again from our clients when just starting out with A/B and multivariate testing.

3 comments
Going undercover

Four simple techniques to deal with your conversion rate problems

We have to go undercover into shops, speak to sales staff, buy and try products and speak to customer service teams to uncover the objections our visitors face online.

When we delve into the offline world and go beyond surveys and analytics we can find out the hidden causes of abandonment online, remove them and improve our conversion rates.

Here are four simple techniques for finding those hidden gems...

4 comments

How can companies embed a user experience and testing culture?

Last week saw the launch of the Econsultancy / WhatUsersDo User Experience Survey Report at an event held in London, with a panel of brands including Hobbs, PhotoBox and UBM.

Below, for the benefit of those who couldn't attend the event, the panellists answer some questions about the research and the approach to user experience within their organisations. 

0 comments