The 10 Weirdest A/B Tests Guaranteed to Double Your Business Growth
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Larry Kim and Neil Patel The 10 Weirdest A/B Tests Guaranteed to Double Your Business Growth March 2014
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Transcript of The 10 Weirdest A/B Tests Guaranteed to Double Your Business Growth
Larry Kim and Neil Patel
The 10 Weirdest A/B Tests Guaranteed to Double Your Business Growth March 2014
@larrykim @neilpatel #KISSwebinar
Join us on Twi!er
Neil Patel KISSmetrics
@neilpatel
Larry Kim WordStream
@larrykim
Larry Kim is the founder and CTO at WordStream where he is contributor to both the product team and marketing teams. Larry is commi!ed to helping small businesses learn how to grow their businesses through search marketing.
Neil Patel is the co-founder of KISSmetrics, Crazy Egg and Hello Bar. He helps companies like Amazon, NBC, GM, HP, and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web and Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world.
1 Larry’s Weirdest A/B Tests
2 Neil’s Weirdest A/B Tests
Table of Contents
WATCH THIS WEBINAR RECORDING NOW
Larry’s Weirdest A/B Test
1
The A/B Landing Page Optimization Gurus Have it Wrong
Warning: Lots of Data Ahead!
Weirdest A/B Test #1:The Classic A/BConversion Rate
Optimization Test Is Often Quite Silly …
We changed the: • Font Type • Spacing • Button Color • Image • Etc.
We got a 5% Increase in conversions!!
The Great Landing Page Optimization Fairy Tale
• The Early Lead Disappears! • We want to believe our hard work paid off
but we are often deluding ourselves…
Typical Conversion Rate Optimization Test
• Small Changes Result in Small Changes • The x% Increase you think you got often isn’t
significant!
Conventional Landing Page Optimization is Over-Rated
Re-Arrange Deck Chairs On the Titanic and ignore sinking
Weirdest Test #2:So … What’s a Good Conversion Rate?
What’s a Good Conversion Rate?
What’s a Good Conversion Rate?
Survey Methodology
Even the “Winner” is a Loser!
CONFIDENTIAL – DO NOT DISTRIBUTE 16
Trees vs. Forest
Distribution Point
Conversion Rate Vs Average Comments
Average 2.35% Unremarkable
Top 25% 5.31% 2x Awesome
Top 10% 11.45% 5x Unicorns
Unremarkable vs. Unicorns
Distribution Point
All accounts Ecommerce Legal B2B Finance
Median CVR 2.35% 1.84% 2.07% 2.23% 5.01%
Top 25% CVR 5.31% 3.71% 4.12% 4.31% 11.19%
Top 10% CVR 11.45% 6.25% 6.46% 11.70% 24.48%
“Top 10% of accounts have a CVR 3x average” rule
Aim For 2-4x Increases Not 2-4%!
Landing Page Unicorns?! (+3x Avg. Conversion Rate!)
Weirdest A/B Testing Epiphany #3:
What Do Landing Page Unicorns
Look Like?
@larrykim, @perrymarshall
Hunting Landing Page Unicorns
1. Changing The Offer
The New Offer:
CONFIDENTIAL – DO NOT DISTRIBUTE 24
The New Offer
CONFIDENTIAL – DO NOT DISTRIBUTE 25
• Average or Below Average Conversion Rates • Ask Your Customers!
How to Know if your Offer Stinks?
2. Change The Flow (Reverse Funnel)
2. New Flow: Registration At End
2. New Flow: Quality vs. Quantity
New Flow: Quality vs. Quantity
Another Example of Changing The Flow
CONFIDENTIAL – DO NOT DISTRIBUTE 30
Changing the Flow: Let Them Choose
of people who visit a website leave without completing the actions marketers want them to take
96%
Your Ad
Your%Site
X-
of people abandon their shopping cart without completing a purchase
70%
3. Use Remarketing as a CRO Tool
X-
Users who have visited your web site
Bring them back to your website
Opportunity to … • Turn abandoners into leads • Increase Branded Searches • Increase repeat visitor rates & engagement • Increase effectiveness of Landing Pages
3. Why I View Remarketing as CRO*
Weirdest A/B Testing Epiphany #4
You Need To Run 10 A/B Tests To Find 1 Unicorn
Name Percentile Relative Abundance
Vs. Expected Conversion Rate
Awesome Landing Pages
Top 25% 1:4 2x Higher
Unicorns Top 10% 1:10 5x Higher!!
Larry Kim (@larrykim)
Relative Abundance
But I Have 10 Landing Pages!
Larry Kim (@larrykim)
This is the same landing page with different spacing…
Weirdest A/B Testing Epiphany #5
It’s Not as Hard As You Think
80% of Traffic Goes to 10% of Landing Pages
The Bar for Landing Page Excellence is (Very) Low
You Don’t Need Dozens of Landing Pages…
But You Don’t Need Dozens of Landing Pages…
1. Most Landing Page Optimization = Rearranging Deck Chairs, Small % Changes (Often Insignificant)
2. Insane Landing Page Optimization = 2-5x Changes AND improve lead quality, too.
A Quick Recap
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
Neil’s Weirdest A/B Test
2
6. Use GEO based data throughout your funnel !
Test Six
Don’t forget about these steps !
Test Six
Results
!!!!
20% increase in leads and 68% improvement in qualified leads as people felt the solution was more customized to them.
!!!
We found that targeting to a specific city decreased conversions by 19% as people felt creeped out.
Section OneWhat to avoid
7. Try using authentication
Test Seven
!!!
By pulling log in details from Google, we increased signups by 59.4%.
Section OnePeople are lazy
Test sign in versus sign up
Test Seven
!!!
Difference between sign up and sign in was. 22% Total conversion increase was a 94%.
Section OneWords ma!er
Focus on what’s new
Test Seven
• Using authentication at the end of your funnel isn’t as effective.
• You have to analyze your drop off rates per step to figure out where to use it.
Section OneWhat to avoid
8. Quizzes are more effective for lead generation !
Test Eight
Use interactive quizzes !
!
Test Eight
Difference was a 281% increase in leads
Section OnePeople love games
Make sure you use images !
!
!
Test Eight
• Make your quiz 5 questions • Use images when possible • Limit the choices per question to a
maximum of 4 options
Section OneTips
9. Free trials can increase cash flow !
!
!
Test Nine
• Increase cash flow by 60% • Decreased churn by 41%
Section OneThe data
Section OneWatch out for processing issues
By refunding anyone who complains and by charging a dollar for the trial (then refund it), you’re conversions will go up.
10. Double your revenue through 3 upsells
!
!
!
!
Test Ten
Make your first product affordable
Test Ten
Section OneTips
• Make you first upsell 3x in price • Make the second upsell 1.5x in price • Make the 3rd upsell 2x in price
Section OneDon’t make people re-enter their CC details
By asking for CC details on each step you will see a decrease in revenue by by 29%.
Questions? Shoot and we will do our best
to answer
THANK YOU
Larry Kim and Neil Patel @larrykim @neilpatel
