A/B testing is great. But if you just go around testing every idea that pops into your head, you could be in for a lot of testing. And ultimately, bitter disappointment.
I’ll show how to come up with ab-tests that will really make a difference by doing user research (analytics, targeted surveys, user session recording, user testing, …).
12. Make sure you've got a solid hypothesis
This example is from Michael Aagaard (@contentverve)
13. Part III
How user research can help you to
create more successful A/B tests
14. Which methods can you use?
• Google Analytics
• User testing (Morae)
• Eyetracking (MyGaze eyetracker, Tobii)
• User sessions recording (Mouseflow, Inspectlet, Hotjar)
• Mouse heatmaps (Hotjar, CrazyEgg)
• Form analysis (Formisimo)
• Targeted mini surveys (Qualaroo, Hotjar,…)
22. 43,8% more clicks
Why does this always work?
A user who scrolls to the end of your
page is probably pretty interested in
what you have to offer.
You just have to reel him in at the end.
23. Repeat your CTA at the bottom of
your page.
Believe me. This works. Always.
24. I'm sorry, but this client doesn't allow me to show the real page and
his brand name. So I made a mock-up.
25. • 27,2% more clicks on
the red contact buttons.
• 46,0% more clicks on
the blue button.
12,2% more clicks on these boxes
6,6% more clicks below the page fold.
26. Be careful with big headers & big,
useless photos.
Focus on your message. That will result in more conversions.
27. Only 1 out 2 visitors started to scroll.
So we made some changes to the first screen. (We're not
allowed to show this in detail. Sorry.)
Those changes have to do with copy. Not so much with
design.
28. 32,5% more people reach this point:
- Our version: 69,45%
- Original: 52,41%
44,1% more people reach this point
100% more visitors go to a product detail page
76,2% more requests for quote
57,8% more brochure downloads
These are the results of those changes…
29. Use tools to find where the problem
areas are.
And use your brain or user input to make them better.
53. Get my free ebook now
10 conversion tips that work on every website
15 cases from the real world
6 best practices from leading websites
www.agconsult.com/ebook.html
www.slideshare.net/agconsult
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