Three Testing Strategies For Sophomore Conversion Testers | by Celine Roque


THE DAILY EGG

Hard boiled conversion optimization and design advice

Change the color of your call-to-action button.  Test a new headline.  Swap this hero image for that hero image.

Been there, done that.

Try these three conversion testing methods for Conversion Testing sophomores.

#1 – Blow it up, start from scratch

Instead of pursuing split tests on specific site elements – such as the headline or call-to-action button – 37signals decided to test two fundamentally different versions of their Highrise homepage. The rationale behind this was that they needed to destroy their assumptions about what may or may not work.

Almost everything was different about each version.

This is an image of the Original Design vs. the Person Design:

  • The Original Design had several smaller customer photos, while the Person Design had one large background photo of just a single customer.
  • There were several customer testimonials in the Original Design, while the Person Design only had a single quote from the featured customer.
  • Only a handful of benefits are listed on the Person Design, while several features and benefits are outlined in the Original Design.
  • The person design has only one prominent call-to-action: “See Highrise Plans and Pricing”. The Original Design had a navigation menu, as well as options to view more testimonials and features.

The result of this difference was that the Person Design led to a 102.5% increase in paid sign-ups.

Key Takeaway: Rather than just testing small elements of your landing page, try to test radically different versions of the page.

Complete history

27 A/B Testing & Optimization Posts You Shouldn’t Miss | unbounce.com


Do you know NOTHING about A/B testing? Then there are plenty of introductory posts for you below.

Are you a SEASONED PRO?Then seek out the case studiesand more advanced lessons. Personally, I believe you can learn at least one new idea to inspire you as to what you could test, from any good blog post.

I’ve tried to find some of the better recent posts on A/B testing and conversion rate optimization to see where people’s ideas are at right now. You never know when you’ll find that case study that’s just like your own problem, or an important concept you find hard to communicate to your boss or clients.

If you have any other recent and great posts on these subjects, I’d love if you would share them in the comments so our readers can get the most value from this post.

Now test on conversion soldier, test on.

Case Studies

1. What Spending $252,000 On Conversion Rate Optimization Taught Neil Patel

10 insights from an expensive lesson, including: Gathering qualitative and quantitative data before testing, do A/A tests before you do A/B tests (you’ll need to read about that one), don’t expect increases on a monthly basis and multivariate tests never work… or at least for me. Good read.


2. How We Increased Landing Page Conversion from 5% to 55%

6 lessons explained in this case study, including large background photos convert really well, and this is a really interesting one, how adding an email and password option increased signups via Facebook and Twitter (which already existed on the page) by 7%.


3. B2B Lead Gen: A/B Split Test Helps Increase Quote Requests 262%

Everyone loves a good case study, and this one from Marketing Experiments walks you through their whole process from start to finish to show an impressive conversion lift.


4. A/B Testing Generates a 98+% Lift in Conversion Rate for DHL

Another case study, this time from Ion Interactive. Which walks through the target audience, the changes made to the pages, why they were made and what happened in the end. Stats and case studies FTW.


5. Webinar Testing: Slight Title Change Produces 45% Increase in Clickthrough Rate

I love title tests – they are almost always surprising. This one is good because it’s focused on attracting people to a webinar, which a lot of marketing companies are doing now – so listen up and use this info to test your own webinar registration pages.


6. How Changing a Single Word Increased Clickthrough Rate by 161%

I like this one because it starts properly with a hypothesis. Without one you might achieve success, but not know if it was based on your business goals (meaning that you’re still leaving money on the table). #ihatethatphraseftr


7. How Server Density A/B Tested Pricing Plans and Increased Revenue by 114%

If you run a SaaS business then this will be interesting to you as it includes a pricing test. Which is the hardest thing to get right for your business. You have to be careful how you do it though as it’s illegal in some jurisdictions to offer different prices to different people. It’s safer to just play with layout and verbiage changes.


8. Five Surprising Split Testing Tips

I’d say that nearly ALL A/B test results are surprising. But these five are a good set to add into your testing toolkit. Just remember, that what works for one page doesn’t necessarily work for your page – or customers.


9. Split-Test Email Signups Doubled AND Bounces Reduced at the Same Time

A fun and simple test, where you get to guess the winner and it even gets into the details of measuring your results in Google Analytics and WordPress. (Plug, with Unbounce you can see live conversion results right in the app 🙂

For A/B Testing Beginners

10. An Introduction To A/B Testing

You might be sick of intro’s to A/B testing, but this one has a pretty sweet video if you’re someone that prefers to watch rather than read. Definitely one for the noobs though.


11. The Web Developer’s Guide to A/B Testing

Don’t be fooled by the title, this post takes the small business angle for A/B testing. And talks about tools to use, what to test and the benefits of conversion rate optimization. More importantly it covers how to set up a proper test and how to interpret the data.


12. An Introduction to Using A/B Testing for Marketing Optimization

An eBook from the eBook masters at Hubspot. To quote them directly: “A/B testing your landing pages can help you generate up to 40% more leads for your business. Add this result to the benefits you can get from split testing your calls-to-action and emails, and you’ll see some significant increases in lead generation.” It’s 50 pages and has case studies, guidelines, and what you should be testing.


13. Conversion Rate Optimization eBook Listed for Free on Amazon Kindle

I don’t own a Kindle, but if I did, then I’d probably give this free download a go. Nothing to lose right? It seems to be a lead in to a series that you would need to pay for, but if it’s good then why not? It’s like giving a free preview of an upcoming larger book. So in terms of a sales strategy, it’s a good one.

Expert Opinion

Leer más “27 A/B Testing & Optimization Posts You Shouldn’t Miss | unbounce.com”

How to Increase Your Blog and Website Sales Conversion Rates with A/B Split Testing


Jeffbullas’s Blog

A/B Testing has been used by a number of online entrepreneurs for a long time now. With the huge benefits that it promises, this is not that surprising. Small businesses, medium-scale enterprises and large companies all benefit from A/B Split Testing.How to Increase your Blog and Website Sales Conversion Rate with AB Split Testing

But for you to be able to utilize this tool to its maximum potential, it is a must that you first have even a working understanding of what it is and how it works. This is actually one of the common pitfalls for some online entrepreneurs. They do not reap the full benefits of certain tools because they have not applied it well. Do not be one of them. Do your research and apply the best practices.

 What is A/B Split Testing?

This is one of the first questions that need to be answered. Essentially, this is a technique wherein two versions of a webpage, email or personal message is sent to customers. But in these versions, almost all the elements are the same except for one.

The goal here is to track the changes in customer behavior. So when a specific action or change in behavior is recorded, there is only one factor to which the change can be attributed. This is the sole element which was tweaked.

Another thing that you have to keep in mind with A/B Split Testing is that the choice of customers receiving the versions is random. This way, bias or prejudice will affect the results of the test. Also, an appropriate sample size which is well-calculated is also necessary.

The fact is, A/B Split Testing can be pretty simple. You can even do this by yourself if you have the tools. Speaking of tools, there are many available online. A good example would be Google Analytics.

Steps in Conducting A/B Testing

First: Determine why you need to do an A/B testing. Leer más “How to Increase Your Blog and Website Sales Conversion Rates with A/B Split Testing”

A Beginner’s Guide to Website Feedback

Andrew Follett

The term “feedback” is coming close to finding itself in clichéd business word category (along with personal favorites “synergy” and “paradigm”). Even if for you the word itself isn’t necessarily something that you expect to see in a Dilbert cartoon, the thought of what feedback entails can be unpleasant. For many it conjures up visions of clueless coworkers asking you to add animated .gifs and flashing purple buttons to a page, or of a client submitting a list of 82 new items to create on their site even though you are on the ninth round of changes. If nothing else, getting feedback stinks because it’s more (usually boring) work for you, and let’s face it, you’d rather be doing something else.

But you need some feedback. So, here’s the question: how can you keep from having to waste hours upon hours getting feedback from largely unhelpful sources, while still making sure that what you are creating actually makes sense, looks good, and doesn’t end your career?

Here are a few strategies for getting feedback as well as some tools that have been proven to help web designers simplify the feedback process:
Community Driven Feedback

Imagine walking into a big room of graphic and web design professionals (much like yourself). These folks are smart and on top of their respective games (again, much like yourself). Now imagine standing up in front of all of them, showing them your latest work, and then asking for feedback. While there is the potential to get some great input on what you’ve created, the whole process would likely be highly disorganized and nerve-wracking. Fortunately there are some tools that get pretty close to the benefits of standing up in front of a roomful of like-minded professionals, without any of the disorganization or (as much) potential humiliation.


Andrew Follett

The term “feedback” is coming close to finding itself in clichéd business word category (along with personal favorites “synergy” and “paradigm”). Even if for you the word itself isn’t necessarily something that you expect to see in a Dilbert cartoon, the thought of what feedback entails can be unpleasant. For many it conjures up visions of clueless coworkers asking you to add animated .gifs and flashing purple buttons to a page, or of a client submitting a list of 82 new items to create on their site even though you are on the ninth round of changes. If nothing else, getting feedback stinks because it’s more (usually boring) work for you, and let’s face it, you’d rather be doing something else.

But you need some feedback. So, here’s the question: how can you keep from having to waste hours upon hours getting feedback from largely unhelpful sources, while still making sure that what you are creating actually makes sense, looks good, and doesn’t end your career?

Here are a few strategies for getting feedback as well as some tools that have been proven to help web designers simplify the feedback process:

Community Driven Feedback

Imagine walking into a big room of graphic and web design professionals (much like yourself). These folks are smart and on top of their respective games (again, much like yourself). Now imagine standing up in front of all of them, showing them your latest work, and then asking for feedback. While there is the potential to get some great input on what you’ve created, the whole process would likely be highly disorganized and nerve-wracking. Fortunately there are some tools that get pretty close to the benefits of standing up in front of a roomful of like-minded professionals, without any of the disorganization or (as much) potential humiliation. Leer más “A Beginner’s Guide to Website Feedback”

A Complete Guide to A/B Testing

A/B testing (also called split testing) is a testing method generally used in marketing to compare results between two samples with the goal to improve conversion or response rates.

In web design, A/B tests are generally used to test design elements (sometimes against the existing design) to better determine which design elements will get the best response from visitors.

A/B tests, by definition, compare only two variables (design elements) at a time. There is also multivariate testing, which compares more than one variable.


A/B testing (also called split testing) is a testing method generally used in marketing to compare results between two samples with the goal to improve conversion or response rates.

In web design, A/B tests are generally used to test design elements (sometimes against the existing design) to better determine which design elements will get the best response from visitors.

A/B tests, by definition, compare only two variables (design elements) at a time. There is also multivariate testing, which compares more than one variable. Leer más “A Complete Guide to A/B Testing”

How to Improve Your Website With A/B Testing

By: Kean Richmond

In recent years, competition on the Internet has grown fiercer, and many businesses are looking for anything that gives them that competitive edge. Online marketing methods such as SEO and PPC are a good way of improving a company’s ability to compete, but increased traffic alone doesn’t make for a successful business. When it comes to a website, it all comes down to number of conversions and thus, revenue generated; this is where a/b testing can help.

Improve Your Website With A/B Testing

What is an A/B Test?

A/B testing is a method of marketing testing by which a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates. – Wikipedia

As the Wikipedia quote above describes pretty well, A/B testing is a method whereby an alternate version of an element within a website can be displayed to a group of users in order to track its effect on conversion rates.


In recent years, competition on the Internet has grown fiercer, and many businesses are looking for anything that gives them that competitive edge. Online marketing methods such as SEO and PPC are a good way of improving a company’s ability to compete, but increased traffic alone doesn’t make for a successful business. When it comes to a website, it all comes down to number of conversions and thus, revenue generated; this is where a/b testing can help.

Improve Your Website With A/B Testing
Image credit: Darrenhester

What is an A/B Test?

A/B testing is a method of marketing testing by which a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates. – Wikipedia

As the Wikipedia quote above describes pretty well, A/B testing is a method whereby an alternate version of an element within a website can be displayed to a group of users in order to track its effect on conversion rates. Leer más “How to Improve Your Website With A/B Testing”