10 actionable tips before you start a/b testing #cro #abtesting

Hi, I’m Arnout Hellemans and I will be talking about the 10 things to do before you start a/b testing: there is so much actionable stuff you can fix for more money, I’ll inspire you.

Arnout Hellemans | CW2017 | [email protected] twitter.com/HELLEMANS

Arnout Hellemans | CW2017 | [email protected] | twitter.com/HELLEMANS

Focus on the right metricClicks? CTR? Traffic? Conversions? Conversion rate?

One question: How do you make money?


Step #1The basics.


404 pages can be killingPaid channels ending up in nowhere.

Incoming links end up nowhere (seo and referral traffic)

Internal dead ends

How to find 404 pages

Google analytics search on 404 page title

Google webmaster console

Bing webmaster console

Use a crawler like screaming frog or semrush for internal broken links



Tip #1


Page not found title search (GA)


Tip #2

Crawl errors in Google Webmaster Console


Crawl errors in Bing webmaster tools


Tip #3

Screaming frog


Tip #4

Speed; The need for speed.

Gtmetrix.com

Pagespeed insights

Webpagetest.org


Things to check:Mobile usability, speed and more, responsive might not cut it.


Tip #5

HTTPS for trust


Tip #6

Speed v2.

HTTP/2

PHP7 and Server tweaking



Tip #7


Page title and meta description.

Everyone thinks it’s SEO

but

It’s more, it’s the start of your funnel!

Title and meta description research.

Tips:

Do a site:domainname.com search and check the results.

Combine GA and Screaming frog.



Tip #8


Google Analytics Ecommerce script.

“Ecommerce tracking allows you to measure the number oftransactions and revenue that your website generates”

Source: Google


Focus on where you make the money.

Work from margin.

Extra dimensions in all reports.


Tip #9

Form optimisation.

Don’t ask too much. Keep it simple.

Communicate payment methods.

Communicate delivery times and options.

Inline validation.

Measure your errors.

Context of the form.


Inline validation

Inline validation tracking.

Use GA event tracking for the big picture.

Use Hotjar to see it happening.



Inline validation errors in GA


Drill down in the fields


Hotjar tags the same as GA


Tip #10

Google Analytics


Exclude internal traffic and Spam in Google analytics.

Don’t screw your results by measuring the wrong things.

Internal sessions won’t convert (just testing!)

Google analytics spam happens, and can be huge.


Filter internal traffic

Spam in Google analytics

Google analytics; no internal UTM tagging.

Every click is an extra session (Conversion rate is based on sessions)

You lose the original traffic source.


Internal UTM tagginghttp://www.easyjet.com/en/holidays/deals/winter-sun-deals/?

utm_medium=referral&utm_source=easyjet.com/en/&utm_campaign=menu&utm_content=Section4Link5



My toolsetGoogle analytics

Google webmaster consoleHotjar

Screaming frog seo spiderSEMrush

NerdydataAnd finally:

My brain

https://www.google.nl/intl/nl/analytics/

https://www.google.com/webmasters/tools/

https://www.hotjar.com/r/r7d00

https://www.screamingfrog.co.uk/seo-spider/



https://www.semrush.com/sem/?ref=16159797

https://nerdydata.com/

https://www.linkedin.com/in/arnouthellemans/

Thanks for joining me!Arnout Hellemans [email protected] Twitter: @hellemans

10 actionable tips before you start a/b testing #cro #abtesting

Marketing

Transcript of 10 actionable tips before you start a/b testing #cro #abtesting