Más contenido relacionado La actualidad más candente (19) Similar a Mastering the A/B Testing Idea Engine (17) Mastering the A/B Testing Idea Engine3. © 2007-2016 WiderFunnel Marketing Inc.
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Chris Goward, Founder & CEO
! Developed WiderFunnel’s LIFT Model™ and
Infinity Optimization Process™
! Advises clients on B2B, B2C, Lead Gen,
E-commerce, and Affiliate marketing
! In demand as a keynote speaker globally
! Author of the book:
“You Should Test That!”
Get a free chapter at:
YouShouldTestThat.com
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Optimization champions
are zen marketing masters
They combine the yin & yang of marketing
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Proven
Quantitative
Logical
Solid
Intuitive
Qualitative
Inspired
Fuzzy
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The best optimization process maximizes
both creative and analytical thinking
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Explore
Combines diverse
information through
the lens of the
customer experience.
Generates surprising
customer insights to be
validated.
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TM
LIFT Model
(Note: For more info, google WiderFunnel Lift )
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! Screencasting and video editing software
! Conversion rate lift of 26% over 6 months
! $2 Million revenue increase from optimization
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Distraction: Tiled images create a “false
bottom,” blocking visitors from reaching
feature copy
Distraction: Competing CTA’s with no
price clarity
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“ Tangible products must be
intangibilized to add
customer-getting appeal,
and intangible products
must be tangibilized.”
– Theodore Levitt
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Clarity: Shoppers want to refine their results
by color.
..but, inconsistent use of “color” and “palette”
plus long list of color options
creates cognitive load.
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Validate
Confirms the efficacy of
creative insights
through rigorous A/B
testing.
Generates new insights
based on surprising
customer behaviour.
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?
A B C
15.6% Lift 9.8% Lift23.6% Lift
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Optimization is much more powerful
than just website tweaks.
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! Cel phone signal booster hardware
! Full service Infinity Optimization Process
! 36% revenue lift after four months
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TheControl
CLARITY: Based on scroll and
heuristic analysis, the first
block of content created a
false bottom.
CLARITY: White/black text on
dark purple hard to quickly
read.
Homepage
VALUE PROPOSITION: Very
crisp, clear value proposition
messaging.
Visitors faced an
extremely long page with
clarity issues.
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“Cognitive strain
makes people wary
of their actions.”
– Daniel Kahneman
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Control Variation A
Focused segmentation redesign v1
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Easy segmentation
module.
Homepage
VariationA
Best-selling products as
secondary module to give
idea of products available.
Will a more focused
homepage reduce
interaction costs and help
visitors find the right
product faster?
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Variation A Variation B
Focused segmentation redesign v2Focused segmentation redesign v1
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Homepage
VariationB
Tabs provide more info
for those who need it and
provides data on
engagement.
A more comprehensive
redesign to test against
Control.
Additional segmenting in
top banner to at least
differentiate between
home shoppers and
businesses.
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Variation A Variation B
Focused segmentation redesign v2Focused segmentation redesign v1
Control
......
Product Sales: +15.8% +41.4%
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A/B testing can also reveal
persuasional triggers
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• Monthly mystery box of toys
• E-commerce subscription model
• Huge social fan base
Goals
• Lift subscribers and profit
• Understand their customer
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Intrigue?
Quality?
Fun?
Value?
Social
Inclusion?
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Social Proof works
For this audience and context!
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Prospects’
Desires
Your
Features
Competitors’
Features
Your%%
Points%of%Difference%%
(PODs)%Your%%
Points%of%Parity%%
(POPs)%
Your%Points%of%Irrelevance%
(POIs)%
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We partner with high performance brands to
deliver profitable ‘A-ha!’ moments everyday.
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Download a free chapter at:
www.YouShouldTestThat.com
Email your questions to:
iwant@WiderFunnel.com
How to become an optimization champion?