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A/B Testing Your Way to the Perfect Landing Page
A WEBINAR BY FORMSTACK FEATURING JUSTIN RONDEAU & JEFF BLETTNER
@formstack #formchat Join the conversation on Twitter!
This webinar is being recorded and will be emailed to registrants.
Justin Rondeau
Conversion Optimization Manager
@Jtrondeau
Jeff Blettner
Conversion Optimization Specialist
@jeffblettner
#formchat @Jtrondeau @jeffblettner
DigitalMarketer Formstack
• The Value of A/B Testing
• Best Practices for Setting Up Your Test
• Don’t Make These Common Mistakes!
• Easy Elements for A/B Testing
• Find Your Testing Inspiration!
• Valuable Tools for A/B Testing
#formchat
Today’s Agenda:
@Jtrondeau @jeffblettner
#formchat @Jtrondeau @jeffblettner
Find the best way to market or design your page.
• What changes make a noticeable impact?
• Some tweaks may surprise you!?
#formchat @Jtrondeau @jeffblettner
Boost your ROI.
• Save money when you optimize your pages.
• Increase sales without increasing your spend.
submit application
#formchat @Jtrondeau @jeffblettner
Settle team disputes.
• Test conflicting ideas against each other.
• Use data to drive decision-making.
#formchat @Jtrondeau @jeffblettner
Get to know your audience.
Find out what really works for your unique visitors.
#formchat @Jtrondeau @jeffblettner
- Craig Sullivan, Conversion Optimization Expert at OptimizeOrDie
“You are trying to run a bundle of tests, whose expected additional information
will give you the highest return.”
#formchat @Jtrondeau @jeffblettner
- Linda Bustos, Director of eCommerce Research at Elastic Path
“Making design and merchandising decisions based on gut feelings, rather than using the data freely available through web analytics and testing tools, is a real mistake.”
13
#formchat @Jtrondeau @jeffblettner
#1 - Traffic & Conversions
• Goal: 100 conversions per variation
• Sound impossible? Maybe try measuring something higher - like clicks or engagement.
• Calculate your sample size:
https://www.optimizely.com/resources/sample-size-calculator/
#formchat @Jtrondeau @jeffblettner
#2 - Audience Targeting
• Target New vs Returning?
• Organic Traffic vs PPC Campaigns?
•Desktop vs Mobile?
#formchat @Jtrondeau @jeffblettner
#3 - Data Significance
• Many A/B testing programs have Significance Calculations to let you know how trustworthy the data is.
• Run your tests over a few business cycles to account for traffic fluctuation.
#formchat @Jtrondeau @jeffblettner
Pinpoint the copy that snags your visitors’ attention and keeps them scrolling.
#1 - Experiment with killer headlines
#formchat @Jtrondeau @jeffblettner
Test your trust indicators to see what satisfies your audience.
#2 - Add “Trust Indicators”
comScore: Tested adding customer logos next to the testimonials. After testing 2,500 visitors, the additional logos won, boosting conversions 69%!
#formchat @Jtrondeau @jeffblettner
• Your CTA is a crucial element of your landing page.
• Test different phrases in your buttons and get your visitors to act!
#3 - Nail your call to action! submit application
#formchat @Jtrondeau @jeffblettner
• Bullets vs. no bullets
• Navigation vs. no navigation
• What should be above the fold?
#4 - Test opposing page elements.
#formchat @Jtrondeau @jeffblettner
Don’t overlook this important element of your landing page.
Form elements to test:
#5 - Optimize your form.
• headlines • form length • field order • button copy • design & colors
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#formchat @Jtrondeau @jeffblettner
•PageCritiq
•DigitalMarketer
•Optimizely Blog
•Qualaroo
•Crazy Egg
Not sure what to test next? Get fresh ideas!
#formchat @Jtrondeau @jeffblettner
Leverage A/B testing tools to maximize your results.
•Optimizely
•Test & Target
•Visual Website Optimizer
#formchat @Jtrondeau @jeffblettner
Results
•Control = 25.2% CR
• Variation B = 26.6% CR
•5.85% Improvement!