Eworks WSI Cyprus online testing oct 2010
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O li T i hOnline Testing – the light in the tunnellight in the tunnel
October, 2010
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AGENDA
• What is Online Testing?What is Online Testing?• How is it working?
i bl f S• Variables of Success• Case Studies• Conversion Optimization Consulting
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What is Online Testing?
Online Testing (OL) Definition:Online Testing (OL) Definition:In a nutshell, online testing involves testing one or more gvariable from a webpage to identify which ones can create a positive difference in the conversion. h bl hThe winning variable then becomes the control, or bench mark which future ones aremark, which future ones are measured against.
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Online Testing Steps
Scientific testing involves the following steps:1) Determining which element(s) of a page you want to test. 2) Creating the test / the test page3) Setting up the tool use for the testing3) Setting up the tool use for the testing4) Keeping good, accurate test records.5) Running the test campaign.6) ki d i l d i hi h i bl i h6) Tracking and comparing results to determine which test variable is the
winner. (100 conversions)7) Repeating the cycle, constantly attempting to beat your existing control
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Categories of Online Testing
• A/B test, Split test • MVT ‐Multivariable test/ , pPage 1: Control (the original) Page 1: Control (the original)
SUBSCRIBE
SEND ME THE FREE GUIDE NOW
SUBSCRIBE NOW
Page 2: Test page Page 2: Test page
SEND ME THE FREE GUIDE NOW
SEND ME THE INFO
GUIDE NOW
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Time needed for testing?
LONGER Test Period SHORTER Test Period
# of Alternatives / Variables
More (MVT) Less (A/B)
Difference in Results Lesser Greater
Traffic Volume Less More
Confidence Level Higher > 90% Lower < 90%
100 conversions
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Case Study 1 – Relevancy
ORIGINAL TEST
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Partial results
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Relevant?
NOT YET !NOT YET !
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Risks? What Risks?
• All Test Types are notAll Test Types are not Equal
• Comparing & Contrasting A/B d MVTA/B and MVT
• The Risk of the Endless Test
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KEY principles for online tests
Test Methodology– Is A Process !– Single Variable Test Formula
• The most important tool for performing a useful experimentThe most important tool for performing a useful experiment. – The (relevant) Academic Vocabulary
• There are Concepts, Terminology, Differences between Variabled d d h l• Understand and Use them Properly
– Test Protocol• Use proper tool organizes each stage of the test process and automatically calculates all of the key equations.
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KEY principles for online tests
Test Validityy• Understanding of validity principles, so that you can be
confident in the results of your test.– The Threats to Test Validity
• "history effect", • "instrumentation error"• "instrumentation error"• "sample distortion”
– The Sample Size ValidityThe Sample Size Validity• The key mathematical equations for determining test size.
– The Validity Formula
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KEY principles for online testsTest Planning• Which variables to test?
– Knowing what to test is as important as knowing how to test. – The Optimization Formula
• Prioritize your testing goals• Prioritize your testing goals. • More revenue = right order.
– The Test ROI Calculation Tool• Calculates the compounding ROI on a given series of tests. • Saves time and money as it helps you determine the impact of each test on your marketing budget.
– Radical Redesigns• How to capture multi‐variable test results with single variable testing techniquesq
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What’s the big deal about Online Testing?
• Online Testing:Online Testing:– MotivationValue proposition– Value proposition
– IncentiveA i t– Anxiety
– Friction
C = 4m + 3v + 2(i f) 2a ©C = 4m + 3v + 2(i-f) -2a ©
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When?
• How would you Know WHEN need TO APPLYhi ?this strategy?
• The right answer:
• ALL THE TIME there is an• ALL THE TIME there is an Opportunitypp y
• Amazon – case study: 200 li li t t i d200 live online tests running every day
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Case Study 2‐ The Formula!
816% Growth in New Subscribers
ORIGINAL TEST
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Case Study 3 – Prove It!
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Case Study 3‐ Treatment100% Money BacK Guarantee – Eliminating anxietY
Call to Actions highlighting the benefitsCall to Actions highlighting the benefits
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Let’s compare …
ORIGINAL TREATMENT
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Case Study 4: Is It Worth it?
Professional Photographerg p• Status:
– New site/– Artistic / flash
– Minimum content– No commercial aspect
• Goals:– To get New Clients
• Strategies:– They decided to do PPC– Adding some wedding pictures on the actual siteAdding some wedding pictures on the actual site
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Case Study 4 – cont.
• Our proposal:• Our proposal:– Landing Pageg g
• Reaction:– Fighting
• Agreement:• Agreement:– Online Testing
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Case Study 4 – cont.
• Results:Results:– Our page performed better: 71.6% improvement in conversion (contacts)in conversion (contacts)
• The client got 4 wedding contracts, with an online marketing budget of 3 5% spentonline marketing budget of 3.5% spent
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Oak Photography LP
Differences
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Oak Photography LP
Differences
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ATTENTION
• Controversy about Best PracticesControversy about Best Practices
• Example: Video on AutoStart or lPress Play
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Case Study 5 ‐ controversy
Vid Pl N t Pl ?Video – Play or Not Play ?
63% improvement in conversion with Video on autoplay
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CONCLUSIONS
• Do not go Blind with your marketingyour marketing
• Focus your money and resources where it counts
• Get confirmation you are on the right trackg
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Conversion OptimizationEworks WSI Cyprus:
• Consulting Services• Consulting Services• Landing Page / Website / Email M k tiMarketing
• Report (14‐20 variables analyzed)• 100% Money Back Guarantee (certain conditions apply)
• Our Clients Implement 95‐100 % of our recommendationsof our recommendations
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EworksWSI CyprusSERVICES:- Webdesign - Interactive Content
(digital publishing)- Landing Pages Design
- Website Conversion Optimi ation
( g p g)
-Digital Marketing
Flash ContentOptimization
- Landing Pages Conversion Optimization
- Flash Content
- Print Design
CONTACT INFO: i f @ k i
p
- Email Marketing Conversion Optimization
- Logo Design
[email protected]+35799‐555747www EworksWSI com cywww.EworksWSI.com.cy
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PROMO !
ONLY for our clients:ONLY for our clients:‐ Until Dec 31, 2010O li i di d f € 00 €300‐ Online testing discounted from €500 to €300
A d hi i ll‐ And this is not all ……
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PROMO !
Package 3:Package 2:Package 1:2 sample design1 Online TestingCost Package:
2 sample designCost Package: €600
1 sample designCost Package: €450 Cost Package:
€685(Information
€600 (Information Architecture Doc
€450 (Information Architecture Doc (Information
Architecture Doc completed)
Architecture Doc completed)
Architecture Doc completed)
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Contact Eworks WSI Cyprus
Contact us for more infoContact us for more info
k S CEworks WSI Cyprus
[email protected] eworkswsi com cywww.eworkswsi.com.cyTel: +357‐99555747