How we got an average lift of 33% across 11 headline A/B tests
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Do you know how rare a win rate of 9 in 11 is? It's like the spotted unicorn. Check out this PPT, presented as a live headline workshop + webinar... and see a great example of 1 of the 9 winning tests. Plus, check out the scorecard that helped us PREDICT headline A/B test winners.
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How we got an average lift of 33% across 11 headline A/B tests
- 2. How We Got an Average Lift of 33% Across 11 “Value Prop” Headline Tests Joanna Lance
- 3. First, We’ll Test You • Which test won?
- 5. INSERT TEST CREATIVE HERE
- 7. WINNER!
- 11. Why value prop tests?
- 14. Live headline workshopping (with value prop focus)
- 15. Workshop Steps – THEY ALL INVOLVE YOU 1. We’ll bring up the home page 2. Let’s give some quick CRO-focused feedback… and try to determine market 3. Let’s return to the slides to: I. Scorecard the original headline + subhead II. Review our “whipped up” value props
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- 23. Aaron B. Should every page of a site have a USP and a headline to reflect that?
- 24. Josh R. How can you utilize headlines on retail sites away from the home page, for example product or category pages?
- 25. Matt K. My main questions for the webinar play off each other: 1) When do I anchor off of something that people already know and then differentiate from that product category? 2) When am I not supposed to mention the product category that I'm trying to differentiate from and instead just describe my product service?
- 26. Lisa R. What are some best practices on landing page headlines aimed at consumers, not just businesses?
- 28. Yes, you may have different value props for • Different channels or media • Different audiences • Different products or SKUs
Notas del editor
- Ask people to vote: enter C 1 2 or 3Testing Platform Optimizely% Traffic Included In Test 100% Primary Success Metrics (1) Visits to the sign-up page (2) Visits to the pricing page Test Duration 13 days
- Test Results (1) Variation 3 produced 14.2% lift (2) Variation 3 produced 71.5% lift Confidence (1) 95.1%, with winner declared and sufficient conversions (2) 99.8%, with winner declared and sufficient conversions Why was it the winner? - In spite of strong biz belief that developers need to be spoken to in a certain way, we actually saw that the more benefits-focused, jargon-free variation won… against not 1 but 2 goals. It produced a fully confident lift of 14.2% and 71.5%
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- Marketing Experiments Sequence***Motivation is big… and then comes value prop***
- Define itAdd that yes you may have diff value props for:Different channels or mediaDifferent audiencesDifferent products or SKUsYou prob don’t have just one value prop. But there is one value prop for the 20-35% of peeps you’re trying to draw in on your home page. Write and test for them!
- UniqueHighly desirableSpecificSuccinct Memorable For a product, brand or channelTO YOUR AUDIENCE
- (they’ll need to be involved now --- we’ll be soliciting their feedback, so be ready to type!)
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